To: Letmebe Frank who wrote (867 ) 4/3/2003 10:58:17 PM From: Rocket Red Read Replies (1) | Respond to of 930 Diamond prices at an all-time high March 16, 2003. Justin Brown Global prices of diamonds are at an all-time highs due to more money being spent on advertising and branding, says Marcus Randolph, president of BHP Billiton's diamonds and specialty products (D&SP) division. "There were solid diamond sales at Christmas and good sales on Valentine's Day with rough prices close to all time highs. Branding and promotion are stimulating demand," he added. BHP Billiton has implemented a branding strategy for its diamonds under the CanadaMark and Aurias Diamonds trade names, which are achieving significant premiums on the diamond market place. "If a diamond product carries our CanadaMark brand then its is sourced from Canada and carries our guarantee of quality. We are also co-branding with retail brands in major chains. Branding is particularly important for the North American market," said D&SP chief development officer Kowie Strauss. BHP Billiton's D&SP division is one of the group's seven customer sector groups (CSGs) and houses the group's diamond and titanium interests as well as US metals distribution business Integris Metals. BHP Billiton is one of the world's largest commodity groups and has interests in aluminium, energy coal, base metals, petroleum, carbon steel materials, stainless steel materials as well as D&SP. In its 2002 financial year, BHP Billiton's turnover was $17.778-billion. The D&SP CSG contributed 12% or $173-million to the group's total earnings before interest and taxes (EBIT) in the half-year to December 2002. A player in world diamonds BHP Billiton is one of five major players in the global diamond market along with De Beers, the world's largest diamond miner, Russia's Alrosa, the second largest player, Rio Tinto and Israel's Leviev. Global commodity giant Anglo American has a 45% stake in De Beers. "Diamonds are currently showing real price appreciation, steady growth in demand and low price volatility," Randolph said. BHP Billiton is involved in four of the five major stages of the diamond value chain, which are: mining, rough marketing, polishing and manufacture, jewellery manufacture but not retail jewellery. The group is becoming particularly active in diamond polishing and manufacture along with Israel's Leviev while De Beers, for instance, dominates production and rough marketing but, for anti-trust reasons, has little role in diamond polishing and manufacture. In 2002, BHP Billiton stopped selling its diamonds through De Beers' Diamond Trading Company and the group now does its own diamond marketing. The future outlook for diamonds is bright as global demand is currently not being met by supply, Randolph said. Global diamond demand is currently expanding at 2% to 3% per year with the major new markets for the gem being China and India. "The supply of diamonds is at full capacity with new discoveries of diamond deposits needed to meet demand," Randolph said. Botswana, which supplies about 31% of the global supply, has a stable supply of diamond, Russian (17%) supply is declining while Canadian (6%) supply of diamonds is growing but off a low base. BHP Billiton is currently prospecting in Canada and Botswana for further diamond finds. Ekati in Canada BHP Billiton's only diamond mine is Ekati in Canada, which started on budget at under $20-million and on schedule in 1998. The Ekati mine is situated in the Artic circle in Canada's Northwest Territories. Diamond ore through put has increased from 9,000 tons per day in 1998 to over 12,000 tons per day in 2003. During the period from 1998 to 2003, BHP Billiton increased its stake in Ekati from 51% to 80% at a cost of $426-million. Diamond carats produced have increased from just over one million carats in the 1999 financial year to about five million carats in the current 2003 financial year. The cash cost per carat produced has declined from $65 a carat in the 1999 financial year to about $45 a carat in the current 2003 financial year. BHP Billiton has played close attention to the principles of sustainable development, Randolph said. About 42% of the mine's workforce is indigenous. "We are aware of our social license to operate. A lot of our workforce are illiterate and we have a large literacy programme. In 2001 and 2002 Ekati was named as one of Canada's top 100 employers," Randolph said. Temperatures at the Ekati mine are hostile, going down to minus 50 to 60 degrees centrigrade. I-Net Bridge