Report
The Awareness of Japanese Consumers andDiamond Jewelry Companies
about Issues in the Diamond Industry
Analysis from Surveys in 2017 and 2021

October 2022

Report: The Awareness of Japanese Consumers and Diamond Jewelry Companies about Issues in the
Diamond Industry: Analysis from surveys in 2017 and 2021
Published in October 2022
Authored by: Diamonds for Peace
Acknowledgement
We would like to express our sincere gratitude to everyone involved in the survey, notably thecompanies who kindly responded to our mail survey, salespersons who answered our questions in the
mystery shopping survey, and the respondents in the consumer survey.
Of the three surveys implemented in 2021, the consumer survey was funded by KAKENHI (No.
21H00632). We published the result in the magazine vol. 18 (2022) (p.8 – p.15) issued by the JapaneseSociety of Geo-pollution Science, Medical Geology and Urban Geology. We would like to show ourappreciation to the stakeholders who made it possible. In this report, we present the results of theconsumer survey by citing what was published in the magazine.
Our appreciation also goes to our team members who worked on the surveys, and we also would liketo extend our thanks to our volunteer members for their support in the survey implementation, and the
preparation and finalization of the report.

About Diamonds for Peace
Diamonds for Peace (DFP) is a non-profit organization with a vision to make a world in which diamonds
are mined, cut and processed with humanitarian and environmental considerations. Our missions are to
improve the working conditions and social status of the workers in the diamond supply chain, and topromote ethics and fairness in the diamond industry.
Learn morehttps://eng.diamondsforpeace.org/
Contact us
info@diamondsforpeace.org
Copyright © Diamonds for Peace 2022 All Rights Reserved

1

Contents
Summary.................................................................................................................................... 3
Glossary ..................................................................................................................................... 4
Background................................................................................................................................ 7
The Purpose of the Study .......................................................................................................... 9
Methodology.............................................................................................................................. 9
1.

2.

3.

Consumer Awareness Survey .......................................................................................... 10
1.1.

Methodology ..........................................................................................................................10

1.2.

Results....................................................................................................................................11

Mail survey of diamond jewelry companies .................................................................... 22
2.1.

Methodology ..........................................................................................................................22

2.2.

Results....................................................................................................................................22

Mystery shopping survey of diamond jewelry companies ............................................... 30
3.1.

Methodology ..........................................................................................................................30

3.2.

Results....................................................................................................................................30

4.

Discussion ........................................................................................................................ 37

5.

Recommendations ............................................................................................................ 41

References ............................................................................................................................... 42
Appendix 1: Questionnaire for the consumer awareness survey 2017 ......................................................... 46
Appendix 2: Questionnaire for the consumer awareness survey 2021 ......................................................... 48
Appendix 3: Questionnaire for the company mail survey 2021 ................................................................... 512

Summary
The diamond jewelry market worldwide is estimated to have reached about US$64 billion in 2020,
playing a major part in the global economy. However, there exist various issues in the industry, notably
forced labor, child labor, conflict diamonds, and the destruction of ecosystems. The purpose of thisstudy is to evaluate the awareness of consumers and diamond jewelry companies in Japan of the issues
in the diamond industry. We have compared the results from the two surveys undertaken in 2017 and
2021, and analyzed the changes.
The study employed three different surveys. In the consumer awareness survey, we used an online
survey service to ask registered participants to clarify their awareness of problems in the diamondindustry. Approximately 1,000 people participated in the surveys in 2017 and 2021 respectively. As forthe mail survey in 2021, we sent out the questionnaire to diamond jewelry companies which had offices
in Japan, and received responses from five of them. For the mystery shopping surveys, we selecteddiamond jewelry companies that had stores in the Tokyo metropolitan area, and visited 16 brands in2017 and 33 brands in 2021 to ask questions about ethical considerations and traceability of the
diamonds they were selling.
As a result, it is clear that about 60% of Japanese consumers are unaware of issues related to diamonds.
Even those who believe they are aware of the problems may not know about those which still persist
such as conflict diamonds, torture, sexual violence, and murder; this is accompanied by a further decline
in awareness from 2017 to 2021. Also, the study identified that the awareness of issues does notnecessarily lead directly to ethical intention to buy or actual final behavior in diamond purchases.
Problems and systems in the diamond industry are not correctly understood even by some diamondjewelry companies. Although some companies have made efforts to improve the traceability of theirdiamonds, hardly any company is aware of the conditions in diamond mines and cutting/polishing
factories.
We will use the study results to improve our educational activities and to make positive changes in thesociety. We will conduct similar studies and share the findings periodically, to record and understandthe changes in people’s awareness and behaviors, and to continually improve our activities.

3

Glossary
Fairtrade

Fairtrade indicates “fair and equitable trade” and refers to “thetrade mechanism” that aims to improve the lives ofunderprivileged producers and workers in developing countries
and to support their independence, by continually purchasing raw
materials and products from developing countries at appropriate
prices (FLJ, 2021a). Fairtrade Standards are designed by
Fairtrade International, and the following common principles are
considered: “Social development”, “Economic development”,“Environmental development”, and “Prohibition of forced laborand child labor” (Fairtrade International, n.d.). Products that meetthe standards are labelled with the Fairtrade certificate (FLJ,
2021c). Gold is included in their listing, whereas diamonds arenot (FLJ, 2021b).

Fairmined

The Fairmined certification scheme is a system for gold andassociated precious metals, managed by the Alliance for
Responsible Mining (ARM); it supports “the sustainable
development of artisanal and small-scale mining organizations”,
and includes the following components: “Organizational
development”,“Socialdevelopment”,“Environmental
protection”, and “Working conditions” (ARM, 2019).

Kimberly
SchemeProcess

Certification The Kimberly Process Certification Scheme is an international
certification system created to regulate the distribution of conflictdiamonds; the Kimberly Process defines conflict diamonds as“rough diamonds used to finance wars against legitimate
governments” (KP, 2021).

RJC (Responsible Jewellery Council)

RJC is a council established in 2005 by 14 organizations,
including Cartier and Tiffany & Co., which creates aninternational code of conduct focusing on business ethics andresponsible supply chains in the jewelry and watch industry, andoperates a certification system in accordance with these standards(RJC, 2021). The code of conduct stipulates the following six
items (RJC, 2019): “General Requirements” (i.e., legal
compliance), “Responsible supply chains, human rights, and due
diligence”, “Basic labor rights and working conditions”, “Health,safety and environment”, “Gold, silver, Platinum Group Metals,
diamond and colored gemstone products”, and “Responsible
mining”.

SCS Global Services

SCS plays a leading role in third-party certification, covering awide range of industries, including environment, sustainability,and food safety and quality (SCS Global Services, 2021). Their
third-party certification standards for natural and lab-growndiamonds include the following features: “extensive
environmental, social and governance (ESG) requirements”,“climate neutrality”, “net zero life cycle impacts”, and “acomprehensive traceability, that improves the reliability ofsource-to-market flow”, and “sustainability investments that
support vulnerable communities, further reduce net impact, andcontribute to a safer world” (SCS Global Services, 2020).

4Forevermark

Forevermark, a diamond brand by De Beers Group, inscribes theirbrand logo and individual certified numbers on diamonds thatmeet its own standards (including beauty, rarity, and ethics) in all
jewelry manufacturing stages (De Beers, 2021).

4C

The 4C, or 4Cs, is a globally acknowledged quality standard for
diamonds, that represents “Color”, “Clarity”, “Cut”, and “Carat
Weight” (GIA, n.d.).

Ethical Jewelry

Jewelry that was ethically mined, produced and manufactured
with consideration for people, the environment, and society

Ethical Diamonds

Diamonds that are ethically mined and cut with consideration forpeople, the environment, and society

Conflict Free

Conflict free means not being related to any conflicts; this term isused to describe minerals including diamonds. Conflict freediamonds refer to diamonds that are free from any conflicts,
which have not financed any conflicts.

Responsible Sourcing

Responsible sourcing is defined as “the management ofsustainable development in the provision or procurement of a
product” by British Standards Institution (BSI) (BSI, 2009).
Based on this definition, the International Council on Mining andMetals (ICMM) states two activities for Responsible Sourcing:1) Incorporating environmental, social, and broader costconsiderations into the procurement processes 2) Supplying
minerals and metals that meet environmental and social
performance standards (ICMM, 2015).

Supply Chain

Supply chain is a series of activities required to deliver products
and services to consumers, including the procurement of raw
materials or components, manufacturing, inventory management,
shipping, and sales (CIPS, n.d.).

Blockchain

According to the Ministry of Internal Affairs andCommunications (MIC) in Japan, Blockchain technology is “akind of database where terminals in an information
communication network are directly connected to each other, andtransactions are processed and recorded using encryption
technology in a decentralized manner”; it allows propertransactions even if there is a partial network failure; and it makes
data alteration almost impossible (MIC, 2018).

Due Diligence

According to the Organization for Economic Cooperation andDevelopment (OECD), Due Diligence is “the process enterprises
should carry out to identify, prevent, mitigate and account for how
they address […] actual and potential adverse impacts in theirown operations, their supply chain and other business
relationships”; it acknowledges that business activities may haveadverse impacts related to human rights, environment, bribery,and so forth; and encourages positive contributions (OCED,2018). OECD Due Diligence Guidance for Responsible Supply
Chains of Minerals from Conflict-Affected and High-Risk Areas
provides a five-step framework which should be carried out by allcompanies in the mineral supply chain, including those who deal
in diamonds (OECD, 2016).
5

Conflict Minerals

Conflict minerals are mineral resources mined in conflict areas.
The U.S. Dodd-Frank Act Section 1502 Conflict Minerals
specifies four minerals requiring regulation: tin, tantalum,
tungsten, and gold (3TG) (Dodd-Frank Wall Street Reform andConsumer Protection Act, 2021). The OCED Due Diligence
Guidance does not limit the scope to 3TG, but widely covers
minerals from conflict-affected and high-risk areas (OECD,2016).

Lab Grown Diamonds

Lab grown diamonds, also known as artificial or synthetic
diamonds, are diamonds produced in laboratories or factories
using either of the two processes: High Pressure, High
Temperature (HPHT) or Chemical Vapor Deposition (CVD)(GIA, 2019). It is conflict free, however, ethics remain
controversial due to greenhouse gas emissions in the production
process, and negative economic influences on diamond mining
areas (Oliver Milman, 2020).

Blood Diamonds

Blood diamonds refer to diamonds mined in conflict areas, also
called conflict diamonds. The term is known by many people
through the title of the movie “Blood Diamond”, which was
released in 2006 and illustrated the civil war and the conflictdiamonds in Sierra Leone, Africa (Warner Bros., 2021). The
expression “Blood Diamonds” is also used to describe diamonds
that are linked with the problem of human rights violation in themining and manufacturing process, signifying that the blood ofpeople has been shed in the process.

6

BackgroundThe diamond jewelry market worldwide is estimated to have reached about US$64 billion in 2020 (Bain& Company & AWDC, 2021). Annually production is about 110 million carats (approx. 22.2 tons) aremined (Bain & Company & AWDC, 2021), of which, about 28% are mined in Russia, followed by
Botswana and Canada, with 15% and 12% respectively (Statista, 2021b). This enormous diamondproduction is dominated by a handful of companies – Alrosa from Russia accounts for 27%, and De
Beers, a UK-based multinational company, accounts for 22% (Statista, 2021a).
Although diamonds play a major role in the global economy, there are a number of ethical issues in the
diamond industry. Forced labor, particularly unfair labor at low wages to pay back high-interest loans,
is still observed and reported in mining and cutting/polishing - diamond-related domains (ILO, 2017).
The United States (US) Department of Labor reported the existence of child labor and/or forced laborin the diamond production process in the following list of countries: Angola, Central African Republic,
Democratic Republic of the Congo, Guinea, Liberia, and Sierra Leone (United States Department ofLabor, 2020). There are probably similar problems in countries other than the six listed, as 43 million
workers in 77 countries around the world are reported to be engaged in artisanal mining (ASM Inventory,
2018). Artisanal mining is one of the professions that is unfairly paid. The true price gap - the difference
between the market price of a product, and its true price which includes all direct external costs - fordiamonds this is considered to be US$137 per carat for large-scale mining, US$105 for lab-growndiamonds, while it is US$1,510 for artisanal mining (True Price, 2017). The largest components of thehigh true price gap in artisanal mining are health and safety impacts, for instance, the number of fatal
incidents is 90 times more likely to occur there than in large-scale mining operations; nonetheless, nocompensation has been paid for such risks (True Price, 2017). In addition, extremely low wages isanother major driver of the gap (True Price, 2017).
The problem of diamonds used for financing conflicts, so-called conflict diamonds, still remains (HRW,
2018: KPCS, 2019). The movie “Blood Diamond” in 2006, which illustrated the civil war and theconflict diamond in Sierra Leone (Warner Bros., 2021), led many people to pay attention to the issues
surrounding diamonds. The Kimberley Process (KP) Certification Scheme was established in 2003 toaddress the issues (KP, 2021), however, its effectiveness has been questioned (KPCS, 2019; Winetroub,2013) due to a narrow definition of conflict diamonds as “rough diamonds used to finance wars against
governments” (KP, 2021). According to the report in 2017 by Global Witness, for instance, diamonds
from Zimbabwe are certified by KP and are being circulated freely in the markets around the world,
despite the role played by the country’s security forces in serious human rights abuses (Global Witness,2017). At the time of writing this report in 2022, Russia is invading Ukraine. The report by theInternational Peace Information Service points out that the revenue from Alrosa, a major Russian
diamond mining company, seems to fund Russian military (Merket, 2022). However, KP does notrecognize the Russian diamonds as conflict diamonds.
Diamond mining is also closely related to environmental issues such as soil erosion, deforestation, anddestruction of ecosystems (Olulye, 2021). The environmental impacts of a single carat of mineddiamond could reach 160kg CO2eq in carbon footprint, 1.86kg of particulatematter in the air, and2.72tons of heavy metal in the soil, as well as many others (Oluleye, 2021). A Canadian environmentalgroup reported the failures of monitoring and reporting at a diamond mine owned by De Beers in
Canada, and raised the alert as to the risk of damage to aquatic life as well as to the health of the
population in the surrounding area (CAPWS Wildlands League, 2015). Although a lot of modern
diamond mines have started some actions to protect the environment in accordance with ISO14001
standards, the majority of artisanal diamond mining, which is usually informal, is undertaken outsideof the global standards and its environmental impact or related impacts are unknown (World DiamondCouncil, 2021).

7

In the past two decades, ethical consumption has been a burgeoning movement in western countries –though the link between ethically-minded consumers and actual unethical purchases has yet to be fully
explained (Bray et al., 2011; Carrington et all., 2014 de Pelsmacker et al., 2005; Sun, 2020). In Japan,
the terms like “ethical” or “ethics” are becoming increasingly common in multiple media. However, tothe best of our knowledge, there is no investigation or analysis on the awareness of consumers anddiamond jewelry companies in Japan of issues in the diamond industry.
According to the Global Diamond Industry report published in 2021, the diamond jewelry market in
Japan was estimated to be the fourth largest in the world, after the markets of the United States, China,
and Europe (Bain & Company and AWDC, 2021). It also reported that consumers in Japan remained
cautious of in-person purchases due to the COVID-19 pandemic, but that social media had boosted selfpurchases and online shopping, which stimulated the non-bridal market (Bain & Company and AWDC,2021). If Japanese consumers make ethical decisions in their diamond purchases, it is expected to havea certain positive impact on the global diamond market as a whole.
Diamonds for Peace (DFP) is a non-profit organization that aims to create a world in which diamonds
are mined, cut and processed with humanitarian and environmental considerations. In 2017, we
conducted a study on the awareness of Japanese consumers and diamond jewelry companies of issues
in the diamond industry (DFP, 2018a, 2018b). In this study, we investigated the awareness compared
to 2021 and analyzed the changes. The findings from this study will be used to further improve our
educational activities.

8

The Purpose of the Study
The aim of this study is to clarify the awareness of consumers and diamond jewelry companies in Japan
about issues in the diamond industry.

Methodology
The study consists of three different surveys below. The methodology for each survey is described ineach section.
1. The consumer awareness survey
2. The mail survey targeting diamond jewelry companies
3. The mystery shopping survey targeting diamond jewelry retailers

91. Consumer Awareness Survey
1.1. Methodology
1.1.1. Data collection
We collected the data through online monitoring surveys in 2017 and 2021, using the online survey
service Fastask provided by JustSystems Corporation (JustSystems Corporation, 2021). Informed
consent was obtained from participants at the time of registration to the service, and registeredparticipants received points upon taking a survey. The surveys targeted (potential) diamond consumers
in Japan, and sent questionnaires to registered participants who fulfilled the criteria listed below. The
data were collected in an anonymous manner.
[The survey in 2021]
Approximately 4.5 million online participants were registered in the Fastask network as of 28th August2021. The target respondent number was set at 1,000 in order to make it equal to that of the 2017 survey.
The ratio between the people living in Tokyo metropolitan area – Tokyo, Chiba, Saitama, andKanagawa prefectures– and those living in other areas was set at 3:7, reflecting the preliminary resultsfrom the 2020 census (MIC, 2021). The survey limited its respondents to those aged 20 and over, andtargeted to include an equal number in each age group. The male to female ratio was set at 1:1 for eachage group.
[The survey in 2017]
The number of registered participants in the Fastask network at the time of the survey in 2017 is notshared by the company. The survey aimed at collecting answers from 1,000 respondents. The population
ratio of Tokyo metropolitan area to other areas was set at 1:1. The age group ratio was the same as thatof the 2021 survey. The male to female ratio was not set.
1.1.2 Questionnaire
The questionnaire for the survey 2017, which we developed after internal discussions, included
questions that ask for perceptions about issues in the diamond industry. Prior to the 2021 survey, we
examined the questions in the 2017 survey and made minor changes such as adding options based on
open comments written by respondents in the 2017 survey. The questionnaires were reviewed by
Fastask for effectiveness and appropriateness. The questionnaires used are in Appendix 1 and 2.
1.1.3 Survey period
Each survey was conducted during the time periods below. In the Fastask system, surveys areautomatically closed after seven days.
[The survey in 2021] From 10th to 17th September 2021
[The survey in 2017] From 22nd to 29th November 2017
1.1.4. Data Analysis
Excel (Version 2110) was used to analyze the data. Descriptive statistics were applied for analyzing
respondents’ characteristics and responses to the questions, developing cross-tables and graphs. The
responses to open-ended questions were coded to quantify them. We applied Chi-square tests with someanswers to test for statistically significant differences between the 2017 and 2021 surveys. We used a p
value of less than 0.05 to determine significance.

101.2. Results
1.2.1. Respondents Profile
A total of 1,088 people responded to the 2021 survey, and 1,102 responded in 2017. The male to female
ratio was almost 1:1 in 2021, while the number of male respondents was slightly higher in 2017. The
proportions of each age group were almost equal in both surveys.
FIGURE 1:MALE TO FEMALE RATIO
2021: n=1088, 2017: n=1102

2021 (%)

49.6%

2017 (%)

50.4%

58.4%
0%

20%

41.6%
40%

Male

60%

80%

100%

FemaleFIGURE 2: AGE GROUP
2021: n=1088, 2017: n=1102

2021(%)

20.2%

20.2%

19.6%

19.9%

20.0%

2017(%)

20.5%

20.1%

19.1%

20.1%

20.1%

0%

20%

40%

20～29

30～39

60%
40～49

80%

50～59

100%

60+

The population ratio of Tokyo metropolitan area to other areas was 3:7 in 2021 and 1:1 in 2017, as wechanged the survey setting according to the latest census result.
FIGURE 3: RESIDENCIAL AREA
2021: n=1088, 2017: n=1102

2021(%)

30.1%

2017(%)

69.9%

50.6%

0%

20%

49.4%

40%

Metropolitan Area

11

60%

80%

Other Areas

100%

Regarding occupations, the proportion of administrative office workers was the highest in both years(2021: 17.4%, 2017: 14.1%), whilst that of executives or managers was the lowest in both years (2021:
1.7%, 2017: 3.3%).
FIGURE 4: OCCUPATION
2021: n=1088, 2017: n=1102

The proportion of unmarried respondents slightly increased from 39.3% in 2017 to 45.7% in 2021.
About half of the respondents in both surveys answered that they had children.
FIGURE 5: MARITAL STATUS
2021: n=1088, 2017: n=1102

Figure 6: WITH OR WITHOUT CHILDREN
2021: n=1088, 2017: n=110212

1.2.2. Awareness on the issues in the diamond industry
First of all, we asked respondents if they had ever bought a diamond(s). In 2021, 41.4% of the
respondents answered that they had purchased a diamond(s) before, a slight decrease from 47.5% in the2017 survey.
FIGURE 7: DIAMOND PURCHASE EXPERIENCE
2021: n=1088, 2017: n=1102

2021 (%)

41.4%

2017 (%)

58.6%

47.5%
0%

20%

52.5%
40%
Yes

60%

80%

100%

No

Respondents who had purchased a diamond(s) were asked on what criteria they based their purchasing
decision (Multiple answers allowed), and the most common response was “Design” with 58.7% in 2021
and 62.4% in 2017. Secondly, they selected “Beauty” (2021: 43.1%, 2017: 46.4%), “Size” (2021:
30.4％, 2017: 29.8%), and then “Price (less expensive)” (2021:25.3%, 2017:23.9%). The order ofanswers did not change from 2017 to 2021. “Place of origin” was selected by only 5.3% and 4.8% in
2021 and 2017 respectively. “Ethics (Humanitarian and/or environmental considerations)” was selectedby only 3.1% in both surveys. We coded and categorized the descriptions of "Other", and the mostcommon description was <Another person’s preference/request>, such as “My partner's preference”
and “My mother's preference” in 2021. In 2017, <Anniversary> such as “An engagement ring”, wasthe most common description.
FIGURE 8: CRITERIA FOR DIAMOND JEWELRY PURCHASE(Multiple Answers Allowed)

2021: n=450, 2017: n=524* Options newly added in the 2021 questionnaire

13

FIGURE 9: DESCRIPTIONS OF “OTHER”

2021: n=15, 2017: n=13

Respondents who had purchased a diamond(s) were asked if they had asked a salesperson about the
diamond’s place of origin and humanitarian and/or environmental considerations in the mining andmanufacturing process. In 2021, 31.1% of them answered “Yes”, which was 13.9 percent points higher
than 17.2% in 2017. The difference was statistically significant, as the p-value was less than 0.05 in the
Chi-square test.
FIGURE 10: EXPERIENCE OF ASKING ETHICAL QUESTIONS
2021: n=450, 2017: n=524
2021 (%)

31.1%

2017 (%)

68.9%

17.2%

0%

82.8%

20%

40%

Yes

60%

80%

100%

No

Those who answered “Yes” to the above question were then asked for the actual questions they had
asked and the answers from the salesperson. We coded the responses and quantified them. The mostcommon response was <Invalid answer>, including “Nothing in particular”, in both years (2021: 46.2%,
2017: 38.1%). The second most common responses in 2021 were <Question(s) about the diamond’s
place of origin> and <Question(s) other than the diamond’s place of origin or humanitarian and/or
environmental considerations in the mining and manufacturing process> at the same ratio of 16.0%. In
2017, the second common response was <Question(s) about the diamond’s place of origin> with 22.2%,
which was followed by <Unclear question/intention> with 14.3%. <Question(s) about humanitarian
and/or environmental considerations in the mining and manufacturing process> were written by 3.8%
in 2021 and 7.9% in 2017. <Question(s) about the place of origin, and humanitarian and/or
environmental considerations in the mining and manufacturing process> were written by 0.9% and0.0% in 2021 and 2017 respectively.

14

FIGURE 11: QUESTIONS TO SALESPERSONS (OPEN-ENDED)

2021: n=106, 2017: n=63

Table 1: Question categories and example responses from the 2021 survey
relevant to humanitarian/environmental issues
Question categories
Question(s) about the diamond’s place of origin

Example responses- Where is the place of origin? - From abroad.
- Where is the diamond mined? – In Russia.
Question(s) about humanitarian and/or- When I asked about the mining
environmental considerations in the mining andenvironment, they explained it to me,
manufacturing process
showing some documents.
Question(s) about the diamond’s place of origin, - I asked the mining area and its environment,
and humanitarian and/or environmental
but the salesperson knew nothing. So, I
considerations in the mining and manufacturing
decided not to buy that time.
process
Unclear question/intention- Is it safe? – Safe.
Forgot- I do not remember the specific question.
Do not want to answer- I am afraid I cannot answer.

15

In 2021, 43.9% of the respondents answered that there existed humanitarian and/or environmental
issues related to diamonds, while the ratio in 2017 was 41.8%. There was no statistically significant
difference between the two ratios.
FIGURE 12:EXISTENCE OF HUMANITARIAN OR ENVIRONMENTAL ISSUES
2021: n=1088, 2017: n=1102
2021 (%)

43.9%

56.1%

2017 (%)

41.8%

58.2%

0%

20%

40%
Yes

60%

80%

100%

No

Among those who answered that there existed humanitarian and/or environmental issues related todiamonds in 2021, 54.2% answered “Extremely low wages” was one of the current issues. It was aslight increase from 48.5% in 2017, but the difference was not statistically significant. The second
common answer in 2021 was “Destruction of mining land” selected by 52.9%. The ratio has slightly
increased from 46.9% in 2017, however the difference was not statistically significant. The proportionof “Funding terrorism, conflict, civil war”, the most common response in 2017 at 54.7%, hassignificantly decreased to 44.4% in 2021. Similarly, the proportion of “Smuggling”, the second mostcommon answer in 2017 at 53.5%, has significantly decreased to 46.9% in 2021. In both years, the least
common options (except for “Do not know”) was “Torture” (2021: 8.6%, 2017: 14.9%), followed by“Sexual violence” and “Murder”. The percentage of selecting these options significantly decreased by
6-7 percent from 2017 to 2021. The option “Other” was selected by 4% and 0.5%, in 2021 and 2017
respectively. The single comment left under “Other” in 2021 was “Monopoly by certain companies”.
We had the options of “Such problems are not occurring now” and “Poor working conditions” in the2017 survey, but removed them from the 2021 survey to prevent confusion.

16

FIGURE 13: CURRENT ISSUES RELATED TO DIAMONDS(Multiple answers allowed)

2021: n=478, 2017: n=437

Table 2: Current issues related to diamonds(Multiple answers allowed; 2017: n = 437, 2021: n = 478)
2017
(number)
437
212
205

2017
(%)
100.0
48.5%
46.9%

2021
(number)
478
259
253

2021
(%)
100.0
54.2%
52.9%

Total
Extremely low wages
Destruction of mining
land
Smuggling
234
53.5%
224
46.9%
Child labor
196
44.9%
214
44.8%
Forced labor
185
42.3%
213
44.6%
Funding terrorism,
239
54.7%
212
44.4%
conflict, civil war
Deforestation
125
28.6%
125
26.2%
Destruction of
119
27.2%
124
25.9%
ecosystems
Violence
97
22.2%
79
16.5%
Debt bondage (Labor
94
21.5%
76
15.9%
in order to pay back adebt)
Murder
89
20.4%
64
13.4%
Sexual violence
69
15.8%
43
9.0%
Torture
65
14.9%
41
8.6%
Other
2
0.5%
18
3.8%
Do not know
30
6.9%
7
1.5%
Data were analyzed using Chi Square test.
P-value was not calculated when an expectation value was smaller than 10.

172021(％) - 2017(％)

p-value

5.7
6.0

0.086
0.069

-6.7
-0.1
2.2
-10.3

<0.05
0.980
0.497
<0.05

-2.5
-1.3

0.405
0.659

-5.7
-5.6

<0.05
<0.05

-7.0
-6.8
-6.3
3.3
-5.4

<0.05
<0.05
<0.05
N/A
<0.05

Those who answered that there existed humanitarian and/or environmental issues related to diamonds,
were then asked about areas where they thought such problems were occurring. The most common
response was “Africa” in both surveys with 73.7% and 79.3%, in 2021 and 2017 respectively. Next
“Latin America”, “Asia”, and “Middle East” were selected, all of which did not change the order from2017 to 2021. In the comment field of the questionnaire, one of the respondents in 2021 specified thecountries as Zaire, Sierra Leone, Burkina Faso, Zambia, etc.". A total of seven comments were left inthe survey 2017, including “Siberia and Canada” “Russia” and “I don't know”.
FIGURE 14: THE AREAS WHERE DIAMOND RELATED ISSUES ARE OCCURRING(Multiple answers allowed)

2021: n=456, 2017: n=397* Option newly added in the 2021 questionnaire

In responding to the question “If issues related to diamonds exist, what should we do?” (Multiple
answers allowed), 45.2% of the respondents in 2021 answered “Consumers should buy a diamond witha third-party certificate that shows that the diamond was procured in an ethical manner, withhumanitarian and environmental considerations in its mining and manufacturing process”. This choice
was 7.6 percent higher than the 37.5% in 2017, moving it up from the second highest to the first place.
The option “The diamond industry should take actions to prevent humanitarian and environmental
problems”, the most common response in 2017 at 42.3%, came in second in 2021 at 36.2%. In 2021,
the third most common answer was “Consumers should check where and how the diamond was mined
and cut, at the time of purchase” with 31.4%. This option was selected by 34.3% of the respondents in2017. In both surveys, the proportion of "Nothing should be done" was low with 1.8% in 2021 and5.4% in 2017.
The comments under the option “Other” in 2021 included “Although it would take time, we should
eliminate the idea that diamond jewelry is valuable”, “We should abolish the trend that people thinkdiamonds are rare and valuable”.

18

FIGURE 15: WHAT SHOULD WE DO?
(Multiple answers allowed)

2021: n=456, 2017: n=461* Options newly added in the 2021 questionnaire

Table 3: What Should We Do? (Multiple answers allowed)

Total
Consumers should buy a
diamond with a third party
certificate
The diamond industry shouldtake actions
Consumers should check where
and how the diamond wasmined/cut
Stores should disclose theinformation
The diamond industry should
not sell diamonds with suchproblems
Some actions should be taken,
but not sure what to do
Consumers should boycottdiamonds
Nothing should be done
Consumers should buy lab
grown diamond2017(number)

2017
(%)

2021
(number)

2021(%)

2021(％) 2017(％)

p-value

461
173

100
37.5

456
206

100
45.2

7.6

<0.05

195

42.3

165

36.2

-6.1

0.057

158

34.3

143

31.4

-2.9

0.347

N/A

N/A

142

31.1

N/A

N/A

160

34.7

120

26.3

-8.4

<0.05

73

15.8

69

15.1

-0.7

0.768

55

11.9

49

10.7

-1.2

0.571

25
N/A

5.4
N/A

8
49

1.8
10.7

-3.7
N/A

<0.05
N/A

Other
3
0.7
3
0.7
0
Data were analyzed using Chi Square test. P-value was not calculated when an expectation value was small.

19

N/A

Regarding the question “If you buy a diamond in the future, what kind of diamond would you buy?”(Multiple answers allowed), the most common answer in 2021 was “I do not want to buy / Do notknow”, selected by 35.8% of the respondents. The proportion was almost the same in 2017 at 35.2%.
The most common answer in 2017 was “Favorite design” with 42.0%, and placed second in 2021 with31.7%. 8.6% and 10.2% of the respondents selected “Ethical diamond with humanitarian andenvironmental considerations in its mining and manufacturing process”, in 2021 and 2017 respectively.
Similarly, “Diamond that is traceable to its place of origin” was selected by 7.7% and 9.9%, in 2021
and 2017 respectively. The comments under the option “Other” in 2021 included “Excellent function”,“Traceable items like you can locate the mining area or provided with tangible evidence,” and “I would
discuss with my wife.”
FIGURE 16: WHAT KIND OF DIAMOND WOULD YOU BUY?
(Multiple answers allowed)

2021: n=1,088, 2017: n=1,102* Options newly added in the 2021 questionnaire20

In 2021, we asked the respondents if they knew the terms related to diamond and/or responsible
resources, that were listed in the questionnaire (Multiple answers allowed), and 38.3% of themanswered that they knew “Fairtrade”. This was followed by “Do not know any of them” with 33.6%,“4C” with 26.1%, and "Supply Chain" with 22.1%. Less than 10% of the respondents knew the terms
placed lower than sixth, for each, notably “Conflict Minerals”, “Kimberly Process Certification
Scheme”, “RJC (Responsible Jewellery Council)”, “Ethical Jewelry”, and “SCS Global Services”.
FIGURE 17: CONSUMER AWARENESS OF TERMS RELATED TO DIAMOND AND/OR RESPONSIBLE SOURCING(Multiple answers allowed)

2021: n=1,088

21

2. Mail survey of diamond jewelry companies
2.1. Methodology
This survey targeted diamond jewelry companies which sell diamonds in Japan, including wholesalers
and retailers. The examples of diamond jewelry here include engagement rings, wedding rings, diamondnecklaces. In the last survey in 2017, we mailed out our questionnaires to 118 companies; and this time,
we selected 119 companies. In the selection process, we excluded the companies that went out ofbusiness or with unknown address from the list of companies for 2017 survey. We then added someother companies to the new list. We aimed to include large and well-known jewelry brands, as well as
less-known small and medium-sized companies, as many as possible.
The questionnaire explored the awareness of issues in the diamond industry, consumer attitudes about
the traceability and ethics of diamonds, corporate actions and intentions concerning the ethics of
diamonds, understanding of the Kimberly Process Certification Scheme and opinions relating to it, theawareness of diamond-related terms, and the expectations from Diamonds for Peace (Appendix3).
We printed a QR code on the questionnaire so that companies could respond online. A questionnaire,
together with a postage-paid return envelope, was mailed to each company, addressed to its public
relations manager. We sent out the questionnaires in October 2021. As the response rate did not reach
5% at two weeks after the mailout, we sent postcard reminders to non-responders. We stopped accepting
answers four weeks after the reminders. Descriptive analysis was applied to summarize data and see
patterns.
2.2. Results
We received five responses from the 119 targeted companies – the response rate was 4.2%. We wereunable to receive two other responses from the post office in time, and those were returned to the senders.
One of the 119 mailing addresses was invalid. As the response rates were low both in 2017 and 2021,
we did not compare the results between the two surveys.
Among the five companies, 80% answered that they thought there were humanitarian and/or
environmental issues related to diamonds.
FIGURE 18: EXISTENCE OF DIAMOND RELATED ISSUES
n=5

No,
20.0%

Yes,
80.0%

22

We asked the four companies, which answered yes, what kinds of problems were occurring (Multiple
answers allowed). While “Child labor”, “Extremely low wages” and “ land destruction” were selectedby three companies, “Sexual violence”, “Torture” and “Debt bondage” were not selected by any
companies. "Violence" and "Murder" were selected by a single company.
FIGURE 19: CURRENT ISSUES RELATED TO DIAMONDS(Multiple answers allowed)
n=4

All four companies selected Africa as one of the areas where the issues relating to diamonds were
occurring. Two of the companies specifically reported “Central Africa” and “Angola and Russia”.
FIGURE 20: AREAS OF PROBLEMS OCCURRING(Multiple answers allowed)
n=423

We asked if the companies received inquiries from their customers about the traceability (theinformation on the origins and cutting/polishing factories) and the ethics of diamonds. Four companies
answered that they were “Rarely” asked such questions, and one company answered that they“Sometimes” received such questions. The company which selected “Sometimes” added that theyreceived such questions about five times per month.
FIGURE 21: CUSTOMERS' INQUIRIESn=5

The question then touched upon humanitarian and environmental considerations for the diamonds they
dealt in. 60% answered that they dealt in diamonds that have been mined, cut and polished withenvironmental and humanitarian considerations, while 40% answered “Do not know”. No company
selected “We deal in diamonds that were mined, cut and polished without environmental or
humanitarian considerations”.
FIGURE 22: HUMANITARIAN AND ENVIRONMENTAL CONSIDERATIONS
n=5

Following the above-mentioned question, we asked the reasons behind the answers (Multiple answers
allowed). The KP Certificate Scheme was the most common reason behind why the companies
answered that they dealt in diamonds that have been mined, cut and polished with environmental andhumanitarian considerations. The reason behind the selection “Do not know” was that the companies
did not know where the diamonds were mined, cut, and polished.

24

The reasons why the three companies answered that they dealt in diamonds that have been mined, cut
and polished with environmental and humanitarian considerations (Multiple answers allowed):•
We deal in diamonds that are certified by the Kimberley Process. (3 companies)•
We deal in diamonds with certificates that show their countries of origin. (2 companies)•
We directly deal with diamond cutting and polishing factories (2 companies)•
Suppliers say that the diamonds are not conflict diamonds. (1 company)•
We directly deal with diamond mines. (1 company)•
We deal in diamonds certified as ethical by a third-party. (1 company)
The reasons why the two companies answered that they did not know whether the diamonds weremined, cut and polished with environmental and humanitarian considerations (Multiple answers
allowed):•We do not know the diamonds' place of origin. (2 companies)•
We do not know where the diamonds were cut or polished. (2 companies)
The two companies which answered “We deal in diamonds with certificates that show their countriesof origin” were asked the country names, and one of them answered “Russia”. Also, the company whichanswered “We directly deal with diamond mines” was asked the country name, and the answer was“Botswana”.
We asked the five companies to select the correct explanation of the KP Certification Scheme from theoptions given. 80% selected “A scheme to regulate the distribution of rough diamonds used to financeconflicts”, while one of them selected “Never heard of the scheme”.
FIGURE 23: UNDERSTANDING OF THE KIMBERLY PROCESS CERTIFICATION SCHEME
n=5

The options that were not selected:- A scheme to regulate the distribution of any
diamonds used to finance conflicts- A scheme to regulate the distribution of diamonds
used to finance conflicts, and to prevent humanrights violations i.e. child labor- A scheme to prevent human rights violations,
including child labor, forced labor, and violence- A scheme to prevent environmental degradation- Have heard of the scheme but not sure of its detail- Other25

We asked about their attitudes towards the KP Certification Scheme, and 40% answered “There is no
problem with the scheme”. 40% answered “Do not know.” 20% answered “There is a problem(s) withthe scheme”, mentioning “The scheme only regulates the distribution of rough diamonds”.
FIGURE 24: RECOGNITION OF A PROBLEM IN KP
n=5

We also asked if the Scheme requires a change, and 20% answered it was required. Another 20%
answered it was not required, and 40% answered “Do not know”. The comment under the option “Other”
was “The System of Warranties is going to be changed and further strengthened”.
FIGURE 25: KP REQUIRES A CHANGE?
n=526

We asked the companies about the traceability of the diamonds they dealt in. 40% answered a part oftheir diamonds were traceable, and 40% answered that they did not know. 20% selected “Other”,
mentioning “A part of our diamonds are traceable to the countries of origin, but not to the mines”.
FIGURE 26: TRACEABILITY OF THE DIAMONDS
n=5

We asked about the intentions of dealing in diamonds with humanitarian and environmental
considerations. 60% selected “We are going to continue the current approach”, while 40% selected “We
would like to deal in diamonds with more environmental and humanitarian considerations”. The lattergroup were then asked about their current approaches with regard to humanitarian and environmental
considerations. One of them mentioned “We would like to deal in diamonds [with more environmental
and humanitarian considerations], but there are no other options than we have now”, and the othermentioned “We purchase diamonds directly from site holders as much as we can”.
FIGURE 27: INTENSIONS ON HUMANITARIAN AND ENVIRONMENTAL CONSIDERATIONS
n=527

The five companies were asked what the diamond industry should do in regard to environmental andhumanitarian considerations (Multiple answers allowed). The most common answer was “The industry
should take actions to prevent humanitarian and environmental problems”, selected by 80%. None ofthem selected “The industry should deal in lab grown diamonds” or “Nothing needs to be done by theindustry”.
FIGURE 28: WHAT DOES THE INDUSTRY SHOULD DO?
(Multiple answers allowed)

n=5

28

Regarding the question about the diamond-related terms (Multiple answers allowed), all companies
knew “Fairtrade”, “Forevermark”, “4C”, “Ethical jewelry”, “Conflict Free”, “Supply Chain”, “Lab
Grown Diamonds” and “Blood Diamonds”. On the other hand, only two companies knew "Fairmined"
and no one knew “SCS Global Services”.
FIGURE 29: AWARENESS OF DIAMOND-RELATED TERMS(Multiple answers allowed)

n=5

We asked the companies what they expected from Diamonds for Peace (Multiple answers allowed),
and received answers from four companies. The options “Provide more detailed information about the
problems related to diamonds” and “Suggest what companies can do to solve the problems related todiamonds” were each selected by two companies. One company wrote “It is difficult to obtain themineral resources required for economic activities without having negative impacts on the environment.
Even lab grown diamonds consume a lot of energy. We expect the organization not to damage the imageof diamonds too much.”
FIGURE 30: EXPECTATIONS TO DIAMONDS FOR PEACE(Multiple answers allowed)
n=4

Increase29

3. Mystery shopping survey of diamond jewelry companies
3.1. Methodology
This survey targeted diamond jewelry companies who sell diamonds in Japan, including wholesalers
and retailers, and particularly selected diamond jewelry brands who have stores in Tokyo metropolitan
area – Tokyo, Chiba, Saitama, and Kanagawa prefectures. The examples of diamond jewelry here
include engagement rings, wedding rings, diamond necklaces. We selected 16 and 33 brands in 2017and 2021, respectively. In the selection process, we focused mainly on large and globally well-known
jewelry brands as well as the brands that are famous in Japan. Based on the brand list for the 2017
survey we developed earlier, we excluded some brands that did not mainly deal in diamond jewelry andadded some other brands.
We employed a mystery shopping approach to obtain responses from the sales staff whilst minimizing
the observation bias. The investigators, or the mystery shoppers, were volunteers for Diamonds for
Peace, and a total of five and six of them participated in the surveys in 2017 and 2021 respectively. The
investigators prepared themselves by reading the guidelines which explained the purpose, procedures,questions, and precautions of the survey. They then visited each targeted store, acting as real customers.
Each investigator selected a piece of diamond jewelry of which a salesperson seemed to have detailed
information, as he/she wanted to sell the item, such as an item that was displayed in an eye-catchingplace or significantly expensive. They asked questions about the jewelry’s basic information (i.e., priceand 4Cs), the traceability, and the ethics of the diamond(s) used. After each visit, the investigators input
the data to the online format prepared for this survey. The anonymity of respondents and stores waspreserved, as we did not obtain the identity of respondents, and secured the other data obtained in afolder to which only limited members of DFP have access.
3.2. Results
We visited a total of 33 stores in the 2021 survey, and 16 in 2017. The types and ratios of targetedjewelry in 2021 were as follows: 45% necklaces, 27% wedding rings, 24% fashion rings, and 3%
earrings. In 2017, 69% wedding rings, and 31% necklaces.
FIGURE 31: TYPES OF TARGETED DIAMOND JEWELRY
2021: n=33, 2017: n=1630

The following table shows the 4Cs (Carat, Color, Clarity, and Cut) of and metal used for the targeted
diamond jewelry. Some brands did not know about the Cut grade of the diamond used for the jewelryboth in 2021 and 2017, whereas almost all brands answered the other questions.
We categorized the answers by what kind of grade the sales person gave with. “No grade” meaning thesales person does not know the grade of the diamond, “original grade” means the sales person gave theanswer using the brand’s own grade, and “general grade” means the sales person gave the answer using
4Cs.
Table4: The 4Cs of the diamond and the metal used in the targeted jewelry(2021: n=33, 2017: n=16)
Diamond’s grade – Carat Weight2017
Responses with
No grade0%
Original grade0%General grade
100%
Unclear0%
Diamond’s grade - Color
2017
Responses with
No grade0%
Original grade0%General grade
100%
Unclear0%
Diamond’s grade - Clarity
2017
Responses with
No grade0%
Original grade0%General grade
100%
Unclear0%
Diamond’s grade - Cut
2017
Responses with
No grade0%
Original grade0%General grade81%
Unclear19%
Type of metal used2017
Responses
100%
Unclear
0%

31

2021
3%
3%
94%
0%
2021
3%
3%
94%
0%
2021
3%
3%
91%
3%
2021
3%
3%
76%
18%
2021
100%
0%

For each piece of targeted jewelry, we asked about the country of origin of the diamond(s) used. In
2021, 52% of the brands did not know the country of origin of any diamonds used in the jewelry, which
decreased by 36 percent from 88% in 2017. In contrast, 15% of brands knew the country of origin of
all diamonds used in the jewelry in 2021, which was a little higher than 6% in 2017.
FIGURE 32: PROVENANCE OF DIAMONDS
2021: n=33, 2017: n=16

Using the same data as above, we also analyzed the country or region of origin of the targeted diamonds.
48% of the brands in 2021 did not know either the country or region of origin, which decreased by 40
percent from 88% in 2017. In 2021, 12% answered “Russia”, 6% answered “South Africa and
Botswana”, 3% answered “Africa”, “Lesotho”, “Europe”, “Australia”, “The provenance information
will be provided in the certificate that you will receive when you purchase a piece of jewelry”, “Theprovenance can be given with large carat weight diamonds which are available in the main store” and“The provenance information is not available at the store level, as we deal with various diamond sources”
respectively, and 12% answered that the information was confidential. In 2017, 6% answered “Canada,
Botswana, Russia”, and “Confidential information” respectively. Here the answers were allocated tothe corresponding countries or regions, even when the brands knew only the country or region of originof a part of the diamonds used in the targeted jewelry.
FIGURE 33: COUNTRY/REGION OF ORIGIN
2021: n=33, 2017: n=16

32

Regarding the name of the mines where the diamonds used in the targeted jewelry were mined, 82% of
the brands in 2021 did not have the information, while the ratio was 88% in 2017. In 2021, 3% answered“Letšeng Diamond Mine” in Lesotho, “The Argyle Diamond Mine” in Australia, and “We can provide
the information after getting the traceability report based on the laser-etched ID on the diamond”.
When a brand knew nothing about the provenance information of the targeted diamond(s), theinvestigator did not ask further detailed questions. Therefore, such cases were categorized under“Unclear”. The same applies to the following questions.
FIGURE 34: DIAMOND MINES
2021: n=33, 2017: n=16

Regarding the working conditions in the diamond mines, 79% of the brands in 2021 had no information,
which decreased by nine percent from 88% in 2017. In 2021, 3% answered “No problem, as we procure
diamonds directly from the Diamond Trading Company”, “The working conditions in the mines aregood because we manage them”, “We provide support for the mining community, and you can find its
information on our website”, “The miners work under fair conditions, as our diamonds are from thenon-conflict area”, “Our diamonds have been mined and imported in accordance with the Kimberley
Process”, respectively.
FIGURE 35: WORKING CONDITIONS IN THE MINES
2021: n=33, 2017: n=1633

When the investigators said that they were concerned as to whether the diamonds used in the jewelry
were mixed with blood diamonds, 52% of the brands in 2021 answered “Our diamonds are not mixed
with blood diamonds”, which increased by seven percent from 45% in 2017. The ratios of those who
answered “We procure diamonds from reliable sources” was 9% and 18%, in 2021 and 2017
respectively. The ratio of the response “We procure diamonds that comply with the Kimberley Process
Certification Scheme” was 6% in 2021 and 9% in 2017.
FIGURE 36: CONTAMINATION OF DIAMONDS
2021: n=33, 2017: n=16

Additional comments by sales persons about the provenance information of diamonds---“We, as an expert in the diamond industry, think that the beauty of diamonds should not be determined byonly the 4Cs, the mining environments also have an influence on it”
Q：It’s very rare that diamonds are mined in Europe, isn’t it?
A：Since the issues of human rights violations in Africa became a public concern in France, our company
took the problem seriously and shifted to European mines.
Q：I'm worried that the diamonds in this jewellery were mixed with blood diamonds.
A：I think there’s no problem, as we import the items from the official sourcing channel.
(When the investigator said he/she wanted a responsibly sourced diamond(s) with reliable traceability, thesalesperson answered) “I recommend you to choose a diamond(s) based on its cut, clarity, and colour,
rather than its place of origin.
(When the investigator said he/she wanted a responsibly sourced diamond(s) with reliable traceability, thesalesperson answered) “Usually, the provenance of diamonds is unknown, and it has no effect on thequality of diamond products. I would recommend you to evaluate the quality based on the 4Cs.

34

In the 2021 survey, 55% of the brands did not know in which country the diamond(s) was polished andcut. The ratio decreased by eight percent from 63% in 2017. Other responses in the 2021 survey wereas follows: “Confidential information”, “Japan”, “Russia”, “Belgium”, “India”, “United States”,“France”, “Italy”, and “We can provide the information after getting the diamond's traceability report”.
Responses in 2017 included: “Confidential information”, “Belgium”, “Israel”, and “Canada”.
FIGURE 37: COUNTRIES OF CUTTING AND POLISHING
2021: n=33, 2017: n=16

Regarding the city where the diamond(s) was cut and polished, 82% of the brands in 2021 did not havethe information, which increased from 69% in 2017. Other responses in the 2021 survey included:“Antwerp”, “New York”, “Lyon”, “Yokohama”, “Kobe”, and “We can provide the information aftergetting the diamond's traceability report”. In the 2017 survey, 13% of the brands answered “Antwerp”
and 6% answered “Confidential information”.
FIGURE 38: CITIES OF CUTTING AND POLISHING
2021: n=33, 2017: n=1635

As for working conditions in cutting/polishing factories, 73% of the brands in 2021 did not have theinformation, which decreased by 8 percent from 81% in 2017. In 2021, 12% answered “The workers in
cutting factories are working as artisans”, 9% answered “The working conditions are good”, and 3%
each answered “No problem, as we procure diamonds directly from the Diamond Trading Company*”and “The artisans’ incomes are a little higher than the average found in other occupations”. In 2017,6% each answered “There is no problem” and “Confidential information”.
*Diamond Trading Company (DTC) is a group company of De Beers.
FIGURE 39: WORKING CONDITIONS AT CUTTING FACTORIES
2021: n=33, 2017: n=16

Additional comments and observational information by the investigators in the 2021 survey---

Three years ago, the company started to disclose the country where their newly sourced diamonds weremined. This year, they have begun to clarify where the diamonds are cut/polished as well. However,the provenance information is available only with higher carat weight diamonds.
The respondent told me that the diamond cutting factory(ies) in Vietnam proactively hired female
workers.
The traceability of diamonds seems to be achieved, but the respondent did not provide detailed
information about the working conditions and how much of the benefits are given back to the workers.
When I asked about the country of origin, the respondent immediately answered that they never dealt
with conflict areas and had a direct sourcing route from South Africa.
The store considers ethical jewellery very important and supports education and training of street
children. The respondent told me they procure diamonds as well as various other gemstones, making
sure that the benefits are fairly shared with local workers.
The respondent explained the 4Cs of the diamond to me, using a chart and other materials, but he/shebarely seemed to know about the provenance.
The information about the 4Cs was quite detailed, but the respondent knew nothing about the countryof origin.
The salesperson does not even know about Blood Diamonds.
The respondent told me that the provenance information is not available even for wedding rings.

36

4. Discussion
4.1. Gap between consumers’ awareness and the reality
Based on the results from the consumer awareness surveys, about 40% of respondents in both years
answered that there were humanitarian and/or environmental issues related to diamonds. The proportion
has not significantly increased from 2017 to 2021, and about half of the respondents in both years
answered that there were issues of “Extremely low wages”, “Destruction of mining land”, and“Smuggling”. On the other hand, the proportion of respondents who selected “Funding terrorism,
conflict, or civil war” decreased from 54.7% in 2017 to 44.4% in 2021, and the difference reachedstatistical significance. Furthermore, the awareness of certain issues, such as “Torture”, “Sexual
violence”, and “Murder”, was quite low, with significantly lower proportions in 2021 than those in2017. As far as we know, the issues of conflict diamonds and physical and mental violence in the
diamond industry remain unsolved (Global Witness, 2017; HRW, 2018; KPCS, 2019). This suggeststhat there is a large gap between Japanese consumers’ awareness and the reality, especially the severityof diamond-related issues. Consumers might have forgotten those issues, as time passes since therelease of the movie “Blood Diamond” in 2006 (Warner Bros., 2021), although there is no evidence of
this.
4.2. Consumers’ criteria for purchaseIn the consumer awareness surveys, many respondents who had purchased a diamond(s) took into
consideration the “Design”, “Beaty”, and “Size” of the diamond(s) at the time of purchase. On the other
hand, less than 6% of them considered the "Place of origin", and only 3.1% considered the "Ethics(Humanitarian and/or environmental considerations)". This was true for both years. In the consumer
survey in 2021, 31.1% of the respondents who had purchased a diamond(s) answered that they had
asked a salesperson about the diamond’s place of origin and humanitarian and/or environmental
considerations in the mining and manufacturing process, which has significantly increased from 17.2%
in the survey 2017. However, when we look at the actual questions they asked a salesperson, the mostcommon response was <Invalid answer>, including “Nothing in particular”, in both years with 46.2%
in 2021 and 38.1% in 2017. Less than 10% of them wrote questions about humanitarian and/or
environmental considerations, in both years. Thus, we cannot conclude that there is a significant
increase in the percentage of consumers who have really asked those questions at the stores.
Furthermore, in both surveys, many respondents answered that they would choose a diamond(s) with
their “Favorite design” if they were to buy one in the future with the ratio of 31.7% in 2021 and 42.0%
in 2017. Only about 10% or less of the respondents answered that they would choose an “Ethicaldiamond with humanitarian and environmental considerations in its mining and manufacturing process”
or a “Diamond that is traceable as to its place of origin”, in both surveys. This is in line with the resultsfrom the mail survey of the diamond jewelry companies, where only one of the five companies
answered that they received inquiries from customers about the traceability or the ethics of diamonds.
Therefore, the results suggest that the majority of consumers do not prioritize the traceability or the
ethics of diamonds as one of their criteria in diamond purchases. Considering that about 40% of the
respondents in each survey answered that there were humanitarian or environmental issues related todiamonds, the results show that the knowledge does not necessarily lead them directly to ethicalintention or actual final behavior change in diamond purchases. This supports the results from a study
in the U.K. that identified and investigated the gap between awareness and actual behavior in ethicalpurchases (Carrigan & Attalla, 2001).
Based on the Stages of Change (Matsumoto, 2019), a behavior change occurs in a process“precontemplation à contemplation à preparation à action à maintenance.” Some moreinterventions are required to actually change purchasing behaviors among consumers who are in the37stage of “contemplation” or “preparation”, such as developing and introducing a guidance tool forasking ethical questions in diamond purchases.
4.3. Consumers’ expectation for certification systems and their low awareness andunderstanding
45.2% of the respondents in the consumer awareness survey in 2021 answered “Consumers should buy
a diamond with a certificate that shows the diamond was produced in an ethical manner, withhumanitarian and environmental considerations in its mining and manufacturing process”, if issues
related to diamonds exist. This is increased from 37.5% in the 2017 survey (a statistically significant
increase).
On the other hand, less than 5% of respondents were aware of the certificate systems with ethical criteria,
including Responsible Jewellery Council and SCS Global Service. Despite the high awareness of theterm “Fairtrade” with 38.3%, Fairtrade does not have certification for diamonds yet.
It is okay for consumers to use a certification as one of their judging criteria. However, consumers needto know what the certificate is about and to consider whether a particular certificate is suitable formaking their own decisions.
4.4. The companies’ lack of knowledge for diamond related schemes
The study also identified that even diamond jewelry companies do not correctly understand the
diamond-related schemes. In the mystery shopping survey of diamond jewelry companies, some brands
mentioned the Kimberley Process (KP) or the Diamond Trading Company as the evidence of goodworking conditions in the diamond mines. Additionally, none of the salespersons mentioned the existing
schemes that include ethical criteria for diamonds. Similar results were obtained in the mail survey of
diamond jewelry companies. In this survey, 80% of the participating companies correctly answered that
the Kimberley Process Certification Scheme is “A scheme to regulate the distribution of roughdiamonds used to finance conflicts”. Yet, all companies, which answered that they dealt in diamonds
that have been mined, cut and polished with environmental and humanitarian considerations, selected
the answer “We deal in diamonds that are certified by KP” as the evidence. The results suggest thatsome diamond jewelry companies have a lack of knowledge about the issues with the KP and otherschemes related to diamonds.
Companies which sell diamonds in Japan usually import polished diamonds instead of rough diamonds.
According to the Japanese government trade statistics, the imported polished diamonds excluding
industrial diamonds amounted to around 1,540,000 carat weight compared to the imported roughdiamonds excluding industrial diamonds which amounted to around 27,000 carat weight in 2021.
When a company imports rough diamonds to Japan, the custom checks the Kimberley Processcertificate according to the Foreign Exchange and Foreign Trade Act. On the other hand, it is not
required for the custom to check the KP certificate when a company imports polished diamonds.
Customarily, the invoice attached with imported polished diamonds says they are certified with KP but
it is difficult to check its authenticity because KP certificates are not attached.
Furthermore, the definition of a conflict diamond by KP is “rough diamonds used to finance wars
against governments,” which has nothing to do with humanitarian and environmental considerations.
Taking all the above into consideration, the only prerequisite for any business/company not to deal in
diamonds is that they fall under the definition of a conflict diamond set by KP. The claims such that the
diamonds do not have any humanitarian or environmental issues because they are certified by KP arefalse statements.

38

4.5. Limited information on traceability
The proportion of companies, that did not know the country of origin of all the diamond(s) used in thetargeted jewelry, decreased by 36 percent from 88% in the 2017 mystery shopping survey to 52% in
the 2021 survey. The results suggest that a certain number of companies have improved the traceabilityof their diamonds.
However, some doubt remains. More than 90% of diamonds are polished in India (Natural DiamondCouncil, 2021) according to the Natural Diamond Council which consists of major diamond mining
companies. At the same time, 80% of imported polished diamonds excluding industrial diamonds into
Japan in 2021 come from India according to the Japanese government trade statistics, which is in linewith what the Natural Diamond Council says.
FIGURE 40: Countries which polished diamonds imported fromOn the other hand, 55% of diamond jewelry companies in the mystery shopping survey in 2021 said
they did not know where their diamonds were cut and polished, 9% answered Japan, 3% answered
Belgium, India, the United States, France, Italy respectively. Considering that more than 90% of theworld’s diamonds are polished in India and 80% of imported polished diamonds to Japan came from
India, their answer “3% India” shows a huge discrepancy.
Furthermore, a very limited number of diamond jewelry companies were able to name specific diamondmines and cities where their diamonds were mined and cut, or knew about the working conditions in
those places. For instance, the proportion of companies that did not have the information about theworking conditions in diamond mines was 88% in 2017, which remained high at 79% in 2021. In
addition to this, some companies mentioned that the working conditions in mines of their diamonds
were good, as they have followed the KP or were procured from the Diamond Trading Company, agroup company of De Beers. Unfortunately, they do not guarantee working conditions in diamondmines or in cutting/polishing factories.
4.6. Good practice by some companies
From the point of view of awareness on diamond related issues, some diamond jewelry companies may
have a higher awareness than other companies and consumers and have been implementing their own
measures. We found out that some companies targeted in the mystery shopping survey answered thatthey had their own system to track a part of their diamonds from the mines and polishing factories, orthat they re-distribute wealth to the local workers. These results are in line with the content in the report“The Hidden Cost of Jewelry” published by Human Rights Watch in 2018. They conducted a survey
targeting 13 globally well-known diamond jewelry companies, and concluded that although none ofthem perfectly fulfilled the responsible sourcing criteria, some companies have taken significant steps
to address human rights issues in the diamond supply chain. Those efforts can be good examples forother companies.
4.7. Possibility of information sharing by using the keyword “Fairtrade”
Although there are no diamonds certified with the Fairtrade system, the awareness of the term
“Fairtrade" among the Japanese population is higher than that of other terms. This suggests that we caneffectively share the information related to diamonds by using this kind of well-known term. In this39

modernized society, people access information using keywords in search engines and social media
platforms. Therefore, for instance, by using the term “Fairtrade” with a hashtag when we share
information on social media, and people who are interested in “Fairtrade” and associated topics shouldbe able easily to access our information.
We need to keep in mind that there are some risks in information sharing, such as “Green Washing”
where an organization intends to make people believe it is more environmentally friendly than it reallyis (Delmas & Burbano, 2011; William S. Laufer, 2003). There are also “Ethics Washing”, which is the
ethic version of Green Washing (Wagner, 2019); and “Rainbow Washing” (Izzo et al., 2020) or “SDGs
Washing” (DENTSU Inc., 2018), which is the version relating to the Sustainable Development Goals(SDGs). It is important to take some measures to prevent those problems by, for instance, verifying
information sources and avoiding exaggerating or misleading expressions (DENTSU Inc., 2018).
4.8. Limitations of the surveys
In terms of the consumer awareness surveys, there are some limitations specific to online monitoring
surveys. The Science Council of Japan (SCJ) recognizes various advantages to this type of approachand suggests effective use of it in scientific research, whilst signaling some specific limitations asfollows: study participants are limited to registered participants, surveys need to be closed uponachieving target response numbers, and there usually are some unreliable responses from those who
only seek points (SCJ, 2020). Due to those limitations, our surveys might not have captured the target
populations of all (potential) diamond consumers in Japan. To mitigate this risk, we set some conditionsin the survey system, such as the ratio between people living in Tokyo metropolitan area and other areas,
and the male to female ratio. Some other measures are recommended for future studies, such asreflecting the population and sex ratio of each age group, and calculating a sample size by setting themargin of error or confidence interval.
The advantage of mail surveys is that many companies in a broad range could be reached, whereases,
collection rate tends to be quite low. In our mail survey in 2021, the collection rate did not even reach
five percent, which signifies that we did not achieve enough data to analyze the awareness of diamondjewelry companies which sell diamonds in Japan. It is quite likely that the companies which responded
to our questionnaires had a high awareness about the issues related to diamonds even before this study.
The mystery shopping surveys targeted a single piece of jewelry among diamond jewelry products
which a salesperson wanted to sell and had enough information on. Hence, the surveyors obtained no
information about the other products. Also, as we selected a single store for each brand, there might
have been more informed salespersons in other stores.

40

5. Recommendations
This study revealed the following points regarding the awareness of consumers and diamond jewelrycompanies in Japan about issues in the diamond industry.
Consumers
1) About 60% of Japanese consumers are probably unaware of the issues related to diamonds;
2) Even those who believe they are aware of the issues may not know the persisting issues of conflictdiamonds: torture, sexual violence, and murder; which is accompanied by a decline in awarenessfrom 2017 to 2021;
3) The awareness of the issues does not necessarily lead directly to ethical intention or actual final
behavior in diamond purchases;
4) Japanese consumers have a high expectation of certification systems, despite the low awareness ofthe existing certification systems that include ethical criteria;
5) The awareness of the term “Fairtrade" among Japanese consumers is high.
Diamond jewelry companies
1) Issues and systems related to diamonds are not correctly understood by some diamond jewelrycompanies;
2) Some diamond jewelry companies have made efforts to improve the traceability of their diamonds,
yet hardly any company know the conditions in diamond mines and cutting factories;3) Some diamond jewelry companies have a high awareness of diamond-related issues and take theirown actions.

Based on the above findings, this study suggests the following proposals in order to improve the future
educational activities to be implemented by Diamonds for Peace.
In each educational activity, short videos and pertinent social media posts would also be effective in
addition to publishing detailed articles.
For consumers
1) Sharing reliable information and knowledge about the diamond-related issues and schemes/systemsof which consumers have low awareness;
2) Using well-known terms related to diamonds in order to effectively reach more consumers;
3) Planning and implementing interventions to change decision-making criteria and actual behaviors
in diamond purchases.
For diamond jewelry companies
1) Sharing reliable information and knowledge about the diamond-related issues and schemes/systems,
through for instance, training courses or workshops for companies;
2) Translating into Japanese and distributing the guidance/guidelines for responsible sourcing
developed by international industry organizations
3) Sharing good practices on responsible sourcing by diamond jewelry companies
4) Providing concrete suggestions for better humanitarian and environmental considerations in theirbusiness and supply chains.
Diamonds for Peace will use the findings to improve educational activities and to be a vector of positivechange in society. They will conduct similar studies and share the findings periodically, to record andunderstand the changes in people’s awareness and behaviors, and to continuously improve theiractivities.

41

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45

Appendix 1: Questionnaire for the consumer awareness survey 2017
(Original questionnaire is prepared in Japanese. The text below is its English translation).

Awareness Survey on the Issues of Diamonds
Diamonds for Peace, a non-profit organization, is conducting an awareness survey on the issues related
to diamonds. Your participation in this survey would be highly appreciated.
1. Do you think there are humanitarian and/or environmental issues related to diamonds?
YesNo
2. For those who answered Yes in Q1, which of the following problems do you think existed? Pleasecircle all that apply.
- Funding terrorism, conflict, civil war- Child labor- Smuggling- Forced labor- Extremely low wages- Debt bondage (Labor in order to pay back a debt)- Poor working conditions- Deforestation- Destruction of mining land
- Destruction of ecosystems- Murder- Torture- Violence- Sexual violence- Other ()
3. For those who answered Yes in Q1, which of the following problems do you think are occurringnow? Please circle all that apply.
- Funding terrorism, conflict, civil war- Child labor- Smuggling- Forced labor- Extremely low wages- Debt bondage (Labor in order to pay back a debt)- Poor working conditions- Deforestation- Destruction of mining land
- Destruction of ecosystems- Murder- Torture- Violence- Sexual violence- Other ()
4. In which area do you think the issues listed in Q3 are occurring? Please circle all that applies.
- Asia- Oceania- Africa- North America- Latin America- Middle East
- Europe- Please specify countries if any ()

46

5. Have you ever purchased any diamonds?
YesNo
6. For those who answered Yes in Q5, on what criteria did you base your decision to buy the
diamond(s)? Please circle all that apply.
- Design- Size- Beauty- Brand- Price (Less expensive)- Price (Expensive)- Ethics (Humanitarian and environmental considerations)- Place of origin- Other ()
7. For those who answered Yes in Q5, when you purchased the diamond, did you ask a salesperson
about the diamond’s place of origin, and humanitarian and environmental considerations in themining and manufacturing process?
YesNo
8. For those who answered Yes in Q7, please tell us the actual questions you asked and the answers
from the salesperson. Please write them down.
9. If you were to buy a diamond, what kind of diamond would you buy? Please circle all that apply.
- Favorite design- Large diamond- Beautiful diamond- Diamond from a well-known brand- Inexpensive diamond- Expensive diamond- Ethical diamond with humanitarian and environmental considerations in its mining andmanufacturing process- Diamond that is traceable to its place of origin- Other ()
10. What do you think we should do, if the problems listed in Q2 and Q3 really exist? Please circle allthat apply.
- Consumers should check where and how the diamond was mined and cut, at the time ofpurchase.
- Consumers should buy a diamond with a third-party certificate that shows the diamond wasprocured in an ethical manner, with humanitarian and environmental considerations in its
mining and manufacturing process.
- Consumers should boycott diamonds.
- The diamond industry should recognize the existence of various issues related to diamonds andshould not supply any diamonds with such problems.
- The diamond industry should take actions to prevent humanitarian and environmental problems.
- Some actions should be taken, but not sure what to do.
- Nothing should be done.
- Other ()
Thank you for your cooperation.

47

Appendix 2: Questionnaire for the consumer awareness survey 2021
(Original questionnaire is prepared in Japanese. The below text is its English translation).

Questions about Yourself
Release Date:
Point:
Attention※ Please fill out the questionnaire with precision, without rushing. Mistakes and false answers cannot be considered as proper data andnewly added points will be deleted.
※ Based on the terms agreed, any information obtained from the survey shall not be disclosed to others. For instance, please do not post the
information on an internet bulletin board or any websites.
※ The results from this survey will be processed into statistical data that is non-personally identifiable.
※ Sensitive information might be required in the questionnaire. Although the results will be statistically processed and the data could notlead to the identification of a specific individual, you do not have to participate in the survey and you can leave the questionnaire without
finishing it, in case you are uncomfortable with it.
※ If you do not wish to participate in the survey, please decline participation by closing the browser window.

Q1. Have you ever purchased any diamonds? Please check either one of the two below.
1. Yes
2. No
Q2. For those who answered Yes in Q1, on what criteria did you base your decision to buy the
diamond(s)? Please select all that apply.
1. Design
2. Size
3. Beauty
4. Brand5. Price (Less expensive)
6. Price (Expensive)
7. Scarcity value
8. Ethics (Humanitarian and/or environmental considerations)
9. Place of origin
10. Advertisement
11. Salesperson’s recommendation
12. Other ()
Q3. For those who answered Yes in Q1, when you purchased the diamond(s), did you ask a salesperson
about the diamond’s place of origin, and humanitarian and environmental considerations in themining and manufacturing process? Please check either one of the two below.
1. Yes
2. No
Q4. For those who answered Yes in Q3, please tell us the actual questions you asked and the answers
from salesperson. Please write them down.
Q5. Do you think there are humanitarian and/or environmental issues related to diamonds? Please check
either one of the two below.
1. Yes
2. No
Q6. For those who answered Yes in Q5, which of the following problems do you think are occurringnow? Please select all that apply.
1. Funding terrorism, conflict, civil war
2. Child labor
3. Smuggling
4. Forced labor
5. Extremely low wages
6. Debt bondage (Labor in order to pay back a debt)
7. Deforestation48

8. Destruction of mining land
9. Destruction of ecosystems
10. Murder
11. Torture
12. Violence
13. Sexual violence
14. Do not know
15. Other ()

Q7. For those who selected any options except #14 in Q6, in which area do you think these issues are
occurring? Please select all that apply.
1. Asia
2. Oceania
3. Africa
4. North America
5. Latin America
6. Middle East
7. Europe
8. Please specify countries if any ()
9. Do not know
Q8. For those who selected any options except #14 in Q6, if the issues listed in Q6 really exist, what
do you think we should do? Please select all that apply.
1. Consumers should check where and how the diamond was mined and cut, at the time ofpurchase.
2. Consumers should buy a diamond with a third-party certificate that shows the diamond wasprocured in an ethical manner, with humanitarian and environmental considerations in its
mining and manufacturing process.
3. Consumers should boycott diamonds.
4. Consumers should purchase lab grown diamonds.
5. Diamond jewelry stores should disclose the information about the diamonds they sell,
including working conditions and humanitarian and environmental considerations in mines
and cutting factories.
6. The diamond industry should recognize the existence of various issues related to diamonds
and should not supply any diamonds with such problems.
7. The diamond industry should take actions to prevent humanitarian and environmental
problems.
8. Some actions should be taken, but not sure what to do.
9. Nothing should be done.
10. Other ()
Q9. If you buy a diamond, what kind of diamond would you buy? Please select all that apply.
1. Favorite design
2. Large diamond
3. Beautiful diamond
4. Diamond from a well-known brand
5. Inexpensive diamond
6. Expensive diamond
7. Diamond that fits my budget
8. Diamond with a high scarcity value
9. High-quality diamond
10. Ethical diamond with humanitarian and environmental considerations in its mining andmanufacturing process
11. Certified diamond
12. Diamond that is traceable to its place of origin
13. Lab grown diamond
14. Do not want to buy/Do not know4915. Other ()

Q10 Which terms do you know? Please select all that apply.
1. Fairtrade
2. Fairmined
3. Kimberly Process Certification Scheme
4. RJC (Responsible Jewellery Council)
5. SCS Global Services
6. Forevermark
7. 4C
8. Ethical Jewelry
9. Ethical Diamonds
10. Conflict Free
11. Responsible Sourcing
12. Supply Chain
13. Block Chain
14. Due Diligence
15. Conflict Minerals
16. Lab Grown Diamonds
17. Blood Diamonds
18. Do not know any of them.
This is the end of the questionnaire.
Thank you for your cooperation.
You can check the points you received in My Page.

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Appendix 3: Questionnaire for the company mail survey 2021
(Original questionnaire is prepared in Japanese. The below text is its English translation).

Questionnaire1.

Do you think there are humanitarian and/or environmental issues related to diamonds? Please check
either one of the two below.
□Yes
□No

2.

For those who answered Yes in Q1, which of the following problems do you think are occurringnow? Please select all that apply.
□Funding terrorism, conflict, civil war□Child labor□Smuggling□Forced labor□Extremely low wages□Debt bondage (Labor to pay back a debt)□Deforestation□Destruction of mining land
□Destruction of ecosystems□Murder□Torture□Violence□Sexual violence□Do not know
□Other (Please specify)

3.

Where do you think these issues are occurring? Please select all that apply.
□Asia□Oceania□Africa□North America□Latin America□Middle East
□Europe□Do not know
Please specify countries below if any.

4.

Do you receive inquiries from customers in a store and/or through phone/email about thetraceability and/or the ethics of diamonds? Please select an applicable answer.
□Rarely asked□Do not know□Sometimes asked → about () customers per month5.

Could you tell us about humanitarian and environmental considerations for the diamonds yourbrand deals in? Please select an applicable answer.
□We deal in diamonds that were mined, cut and polished with environmental and humanitarianconsiderations.
□We deal in diamonds that were mined, cut and polished without environmental or humanitarianconsiderations.
□Do not know.
□Other (Please specify)

6.

Could you tell us the reasons behind your answer in Q5? Please select all that apply.
□We do not know the diamonds' place of origin.
□We do not know where the diamonds were cut or polished.
□Suppliers say that the diamonds are not conflict diamonds.
□We deal in diamonds that are certified by the Kimberley Process.
□We deal in diamonds with certificates that show their countries of origin.
→ The main country of origin: ()□We directly deal with diamond mines.
→ The main country of origin: ()□We directly deal with diamond cutting and polishing factories.
□We deal in diamonds certified ethical by a third-party.
□Other (Please specify)

7.

Which one of the options below correctly explains the Kimberly Process Certification Scheme?
Please select an applicable answer.
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□A scheme to regulate the distribution of any diamonds used to finance conflicts□A scheme to regulate the distribution of rough diamonds used to finance conflicts□A scheme to regulate the distribution of diamonds used to finance conflicts, and to prevent humanrights violations i.e. child labor□A scheme to prevent human rights violations, including child labor, forced labor, and violence□A scheme to prevent environmental degradation□Have heard of the scheme but not sure of its details□Never heard of the scheme□Other (Please specify)
8.

Please select the option that most closely matches your brand's opinion.
1) Do you think there are problems with the Kimberly Process Certification Scheme?
□There is no problem with the scheme.
□Do not know.
□There is a problem(s) with the scheme. (Please specify)
2)

9.

Do you think the Scheme requires an amendment?
□The Scheme needs an amendment.
□The Scheme does not need an amendment.
□Do not know.
□Other (Please specify)

Are your brand’s diamonds traceable to the original mines? Please select an applicable answer.
□All of our diamonds are traceable.
□Part of our diamonds are traceable.
→ About () % of our diamonds are traceable.
□Our diamonds are basically not traceable.
□Do not know.
□Other (Please specify)

10. Could you tell us about your brand’s intention concerning humanitarian and environmental
considerations for diamonds? Please select the opinion that most closely matches your brand's
opinion.
□We are going to continue the current approach.
□We would like to deal in diamonds that are procured with more environmental and humanitarianconsiderations.
□Other (Please specify)
11. For those who answered “We would like to deal in diamonds that are procured with moreenvironmental and humanitarian considerations” in Q10, please tell us about the actions you havealready taken, if any.
12. What should the diamond industry do in regard to environmental and humanitarian considerations
in respect to diamonds? Please select all applicable answers.
□The industry should take actions to prevent humanitarian and environmental problems.
□The industry should reveal the problems and challenges related to diamonds.
□The industry should develop a procurement guideline for the supply of diamonds that were mined,
cut and polished with environmental and humanitarian considerations.
□The industry should improve the supply chain for diamonds that have been mined, cut andpolished with environmental and humanitarian considerations.
□The industry should recognize the existence of various issues related to diamonds and should notsupply any diamonds with such problems.
□The industry should disclose the information about the diamonds we sell, including working
conditions and humanitarian and environmental considerations in mines and cutting factories.
□Some actions should be taken, but not sure what to do.
□The industry should deal in lab grown diamonds.
□Nothing needs to be done by the industry.
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□Other (Please specify)
13. Which terms do you know? Please select all that apply.
□Fairtrade□Fairmined□Kimberly Process Certification Scheme□RJC (Responsible Jewellery Council)□SCS Global Services□Forevermark□4C□Ethical Jewelry□Ethical Diamonds□Conflict Free
□Responsible Sourcing□Supply Chain□Block Chain□Due Diligence□Conflict minerals□Lab Grown Diamonds□Blood Diamonds□Do not know any of them.
14. What would you like us to do? Please select all that apply.
□Provide more detailed information about the problems related to diamonds□Suggest what we as a company can do to solve the problems on diamonds□Increase our social contribution activities in diamond mining areas□Other (Please specify)
15. Could you tell us your contact information for future reference and follow-up?
Company Name
Brand Name
Contact Person
Email Address
Phone Number
Another Contact Address
16. What kind of information would you like to receive from DFP? Please select all that apply.
□The results of the survey□DFP Newsletters□Other (Please specify)
Thank you for your cooperation.

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