Diamonds are one of very few, perhaps the only, luxury commodity that has risen in price in recent times.
Global diamond sales grew 3 percent to a new record of $81bn - with the strongest growth coming from the United States, China and India.
So if there is a company that is really benefitted from this, it is De Beers - which produces one-third of the world's rough diamonds by value.
But finding those diamonds is getting tougher because, simply, the easy-to-find diamonds have already been dug up.
From London, the CEO of De Beers, Philippe Mellier speaks to Counting the Cost.
Source: Al Jazeera