Case Synopsis, Uses, Discussion Questions, and Answers
CASE 13 Diamonds from Mine to Market
Synopsis: The retail jewelry industry has been affected by concerns over the source of diamonds.
Blood diamonds, often called conflict diamonds, are mined in war torn African countries
by rebels to fund their conflict. The rebels grossly abuse human rights, often murdering
and enslaving the local populations to mine the diamonds. Jewelry retailers have had to
respond to the issues raised by human rights groups.
Use:
Chapter 4 Buying behavior for diamonds
Discussion Questions
Before you assign this case you could ask students if they have seen the movie Blood Diamond. You could ask them
to share their reactions to the movie and see if they are aware of the Kimberley Process. Did the movie raise awareness
about how diamonds can fuel conflict?
1. How important is it for consumers to buy conflict-free diamonds? Why?
– Students will express different points of view on this subject.
2. What could the jewelry industry do to inform diamond customers about buying conflict-
free gems and about the Kimberley Process?
– Did the film Blood Diamond help to increase public awareness?
– The diamond industry has spent millions of dollars on public relations campaigns on this
Case Synopsis, Uses, Discussion Questions, and Answers
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3. Select a retail jewelry store in your area to visit. Is its policy on conflict diamonds posted
anywhere, such as in the store or Ask store personnel the three
questions posed at the end of the case. . What did you learn from the web page and store
visit?
– You could divide the class up by the different major diamond retailers so that pairs or teams
of students visit different companies.