News: Kimberley Diamonds downgrades guidance , page-9

KDL makes most of its profit from yellow diamonds sold to Tiffany. Most of the rest of its material is sold at 'market price' through the quarterly sales around the world.

I can see that they were / are trying to build the KDL brand through product placement and some well placed marketing charading as interview during the years. But ultimately no one really wants a Tiffany diamond ring from the Kimberly mine... they want a Tiffany diamond ring.

This company isn't in a terminal decline, but I think they will need to cut costs. to become sustainable