A Survey on the Awareness ofJapanese Consumers andDiamond Retail Companies
on the Issues of Diamonds

October 2018
Diamonds for Peace0A Survey on the Awareness of Japanese Consumers and Diamond Retail Companies on the Issuesof Diamonds
Diamonds for Peace
English Version Published in October 2018

Acknowledgement
The Survey team would like to express its sincere gratitude to everyone involved in the survey
especially to those who answered the questionnaires, namely, from diamond retail companies
staff and shops, consumers in Japan, and university students in Japan.
Inquiries
Please email questions to info@diamondsforpeace.org
Copyright © Diamonds for Peace 2018 All Rights Reserved1Table of Contents
The Purpose of the Survey ............................................................................................................ 2
Methodology ................................................................................................................................. 2
1.

Consumer Survey Results:..................................................................................................... 3

2.

Questionnaire Survey for the Diamond Jewelry Retailers................................................... 10

3.

Mystery shopping survey conducted at retail diamond jewelry shops ................................ 18

Column: The Awareness of the Diamond Related Issues by Japanese University Students ....... 24
4.

Observation.......................................................................................................................... 28

5.

Recommendations ............................................................................................................... 30

1

The Purpose of the Survey
Diamonds for Peace is a not for profit organization based in Japan working towards a world inwhich diamonds are mined, cut and processed with humanitarian and environmental
considerations.
We conducted this survey to discover the level of understanding of the issues surrounding
diamond mining by Japanese consumers and diamond retail companies. Our goal is to use theinformation collected to improve the awareness raising activities we implement.
Diamonds for Peace will conduct this kind of informational survey periodically to observe thelevel of the awareness by consumers and companies/brands in the diamond industry.

Methodology
We conducted this survey by several methods described below.
1. The consumer survey:
We conducted the questionnaire survey through an online research company.
2. The survey targeting diamond retail companies:
1) Questionnaire survey; and2) Mystery shopping survey at the diamond jewelry shops
Please refer to the chapters with results where methodologies are also explained in detail.

2

1. Consumer Survey Results:
1.1 Target Population
The respondents are in the age group of 20-69 years old, 558 residents in Tokyo metropolitan area
(Tokyo, Chiba, Saitama, and Kanagawa prefectures) and 544 residents outside of Tokyo
metropolitan area.
Map of JapanTokyo Metropolitan Area

1.2 Survey Methodology
The anonymous self-administered questionnaire survey was conducted from November 22nd,2017 through November 29th, 2017 by an online research company.
1.3 Socio-demographic Characteristics
58% of the respondents are male and 42% of them are female.
The survey was conducted to distribute the age group of the respondents equally, 21% of them
are in their 20s, 20% of them are in their 30s, 19% of them are in their 40s, 20% of them are in
their 50s, and 20% of them are in their 60s.
Gender (All area)（n=1,102）

Age group（All area）（n=1,102）

Female,
42%
Male,
58%

3

Half of the respondents are the residents of Kanto1

Region (n=1,102)

region as the survey was set to obtain half
responses from the residents of Tokyo metropolitan
area (Tokyo, Chiba, Saitama, and Kanagawa) andanother half from the residents outside of Tokyo
metropolitan area (other prefectures mentioned
above). The second largest group of respondents isabout 15% from Kinki 2 region, and the thirdlargest group is about 11% from Chubu3 region.
Approximately 40 % of the respondents are office workers, (combined 14% of white-collar, 14%of engineering, and others). 14% of them are homemakers, others (14%) and part-timers (11%).
Occupation （n=1,102）
public servant, 4.2%

Exective, Management, 3.3%

Others, 13.9%

Student, 4.4%
Office Worker(White-Collar),
14.1%

Part-timer, 11.3%
Office Worker(Engineers),
13.8%
Homemaker, 13.7%
Office Worker(Others), 11.8%

freelance, 4.2%
Self Employed, 5.4%

Approximately 60% of the respondents are married and 40% are single. Half of them have achild/children.
Married（n=1,102）

Family（n=1,102）

Single,39.3%

Married,60.7%

1

no chieldren,
49.1%

have children,
50.9%

Kanto region consists of Tokyo, Chiba, Saitama, Kanagawa, Ibaraki, Gunma, and Tochigi prefectures.
Kinki region consists of Osaka, Kyoto, Hyogo, Nara, Wakayama, Mie, and Shiga prefectures.
3
Chubu region consists of Aichi, Nagano, Yamanashi, Niigata, Toyama, Ishikawa, Fukui, Shizuoka andGifu prefectures.
42

1.4 Results:
Q1 (n=1,102)

There was no significant difference between the answers frompeople in the Tokyo metropolitan area and those from other areas,
therefore the answers are combined in the data shown below.
Q1：Do you think there are any humanitarian or environmental

Yes,
41.8%

No,
58.2%

issues with diamonds?
41.8% of the respondents believe there are some issues withdiamonds and 58.2% think there are no issues.

Among the respondents who answered yes in Q1, almost 60% of them think those issues are“Funding terrorism, conflict and civil war” and “Smuggling”, 56.8% and 58.6% respectively,
followed by “Destroy land (54.2%), and “Extremely low wage” (52.3%), both of them are over
50%. (multiple answers allowed.)
If “Yes” on Q1→Q2：Which of the following problems do you think exist?（multiple choice, n=461）
Do not know
OthersSexual Violence

Violence
TortureMurderDestruction of Ecosystem
Destroy landDeforestation

Poor working condition
Debt bondage
Exremely low wage
Forced labor
SmugglingChild Labor
Funding terrorism, conflict and civil war
0%

10%

20%

30%

40%

50%

60%

Following Q1, to the respondents who responded that there are humanitarian or environmental
issues with diamonds, we asked which problems they think are occurring now. 54.7% of themselected “Funding terrorism, conflict and civil war”, 53.5% for “Smuggling”, followed by“Extremely low wage” (48.5%), “Destroy land” (46.9%) “Poor working condition” (45.3%),“Child labor” (44.9%), and “Forced labor” (42.3%).

5

If “Yes” to Q1,→Q3: Which of the following problems do you think it is occurring now.
（multiple choice, n=437）
Do not know
OthersSexual Violence
Violence

TortureMurderDestruction of Ecosystem
Destroy landDeforestation
Poor working condition

Debt bondage
Exremely low wage
Forced labor
SmugglingChild Labor
Funding terrorism, conflict and civil war
there are no problems
0%

10%

20%

30%

40%

50%

60%

The respondents answered that humanitarian or environmental problems with diamonds are
occurring in Africa (79.3%), followed by South and Central America (45.2%), Asia (29.2%) andMiddle East (26.2%).
If “Yes” to Q1,→Q4: In which area, do you think these issues are occurring? (Multiple choice, n=397）
Others (please specify)
EuropeMiddle East
Central South America
North America
AfricaOceania
Asia
0%

10%

20%

30%

6

40%

50%

60%

70%

80%

We asked if the respondents have ever purchased any diamonds. 47.5% of the respondents
answered “yes” and 52.5% answered “no.”Q5: Have you every purchased any diamonds? (n=1,102）

The respondents who have purchased some diamonds made their decision based on its “design”(62.4%). 46.4% of them made a decision based on the “beauty of diamond”, followed by its “size”(29.8%), “price” (23.9%). On the other hand, only 3.1% looked for Humanitarian, Environment
considerations and only 4.8% questioned the “place of origin”. Others answered that theypurchased diamonds because “it was within budget”, “watching TV commercials”,“recommended by a dealer”, or “did not know the detail, but as an engagement ring”.
If “Yes” to Q5,→Q6: What features did you look for when you purchased diamonds?
(Multiple Choice, n=524）
OthersPlace of origin
Ethics (Humanitarian, Enironment considerations)Price (Expensive)
Price (Less expensive)
Brand
BeautySize
Design
0%

10%

20%

30%

40%

50%

60%

70%

82.8% of the respondents did not ask the salesperson at the store about the origin of the diamondor any humanitarian and environmental issues in the mining process when they purchased the
diamond. Only 17.2 % did.

7

If “Yes” to Q5,→Q7: Did you ask a clerk about the origin of a diamond or any humanitarian andenvironmental issues in the mining process when you purchased the diamond? （n=524）

Yes, 17.2%

No, 82.8%

We asked 29 respondents who answered “Yes” to Q7 what they asked the salesperson and whatanswers they received.
-“I asked about the place of the origin and diamond mine.”-“I asked about the working conditions at the place of the origin, however, I could not get
detailed answer.”-“I asked how a diamond was produced, they answered that it was mined and processed locally.”“I asked if it is illegally traded, and they said “No” and showed me a certificate”.

-“I asked why exploitation happens, but the answer was “I don’t know”.

-“How was it produced”-“Background of the product”-“They (clerks at the shop) said HIV is scary.”-“There is no ethical issue.”-“I don’t remember what I asked”

We asked what kind of diamond they would buy if they bought a diamond, 42% of them answered“favorite design. On the other hand, 35.2% of respondents answered “don’t want to buy / don’t
know.” 30.2% of them said “beautiful diamond”, followed by “Ethical diamond withhumanitarian and environmental considerations in mining and processing process” (10.2%), and“Diamond traceable of origin” (9.9%). “Others” said “raw stone”, “high quality diamond”“diamond within my budget” and “diamond for investment.”8Q9: If you buy a diamond, what kind of diamond would you buy?
(Multiple Choice, n=1,102）
I don’t want to buy / Don’t know
OthersDiamond traceable of origin
Ethical diamond with humanitarian and environmental considerations inmining and processing process
Expensive diamondInexpensive diamondDiamond from well-known brand

Beautiful diamond
Big diamondFavorite design
0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

We asked what do you think we should do about the issues that were pointed out in Q.2 or Q3 ?
42.3% of the respondents answered the diamond industry should take actions so that humanitarianand environmental problems will not occur, 37.5% of the respondents think “Consumers should
buy a diamond with a certificate to show a diamond is produced in ethical manner, withhumanitarian and environmental considerations during its mining and manufacturing process,followed by “The diamond industry should recognize that there are various problems related todiamonds exist and should not supply any diamonds with those problems” (34.7%) and“Consumers should check where and how a diamond is produced.” (34.3%) and “Some actions
should be taken, but not sure what to do” (15.8%), “Consumers should boycott diamonds.”(11.9%), and “don’t need to do anything.” (5.4%). Among “Others” (0.7%), one said “no actions
will be effective if the current supply-and-demand balancing remains the same.”
Q10: What do you think we should do, if these humanitarian and environmental problems
such as Q.2 and Q.3 exist? (Multiple Choice, n=461）
OthersDon’t need to do anything.

Some actions should be taken, but not sure what to do.
The diamond industry should take actions to prevent humanitarian and enviromental
problems from occurring
The diamond industry should recognize that there are various problems related todiamonds exist and should not supply any diamonds with those problems
Consumers should boycott diamonds.
Consumers should buy a diamond with a certificate to show a diamond is produced inehical manner, with humanitarian and environmental considerations during its mining andmanufacturing process.
Consumers should check where and how a diamond is produced.
0%

9

5%

10%

15%

20%

25%

30%

35%

40%

45%

1. Questionnaire Survey for the Diamond Jewelry Retailers
2.1. Target of the survey
The target of the survey was 117 diamond jewelry retailers in Japan. The diamond jewelry theysell includes engagement rings, marriage rings, and necklaces made with diamonds.
2.2. Survey Period and Methodology
1) The self-administered and anonymous questionnaires with reply-paid envelopes were sent to
the public relations officers in 110 diamond jewelry retailers, which were identified by a survey
cooperator who is well informed about the diamond jewelry industry. The duration of the survey
was set initially from 26th April to 31st May 2016.
2) Since only 5 retailers sent back answers to the questionnaires within the survey period initiallyset, the survey period was extended up to 15th August 2016. Once again, the same questionnaires
with reply-paid envelopes were sent to those unanswered retailers in addition to seven newly
selected retailers. In total, the questionnaires were sent to 117 retailers.
2.3 Results of the Survey
Among the 117 targeted retailers of the survey, 10 companies responded to the questionnaires(collection rate was 8%). One of the retailer’s address was invalid. The following is the results ofthe survey.
With regard to the question on the existence of humanitarian or environmental issues related todiamonds, 70% respondents answered ‘Yes’ and 20% answered ‘No’.
Q1: Do you think humanitarian or environmental issues on diamonds exist? (n=10)
Unknown, 10%No, 20%Yes, 70%

The respondents who replied ‘Yes’ in Q1 answered they thought the following specific issues on
diamonds had existed in the past (multiple answers). The most common answer was ‘funding
source of conflicts’, followed by ‘funding source of terrorism’, ‘forced labor’, ‘smuggling’, ‘childlabor’, ‘extremely low waged labor’ and ‘environmental problems’. On the other hand, there wereno responses to options ‘violence’ and ‘murders’.
10Regarding the question on what issues which exist at present, the answers were almost the sameas the aforementioned. In ‘others’, ‘the artificial diamonds’ was indicated.
Q2: The issues on diamonds they think which had existed in the past (n=7)
Q3: The issues on diamonds they think which exist at present (n=7)

Funding source of theconflicts
Funding source of theterrorism
Child labor

Smuggling

Forced labor

Extremely low waged labor

Environmental destruction

Bonded labor

MurderTortureViolence

Sexual violence

Others01
2
3
The issues on diamonds which had existed in the past

4
5
The issues on diamonds which exist at present

67With regard to the question on what areas and which countries do issues on diamonds exist atpresent (multiple answers), the most common answer was “Africa” followed by “Middle East.”
As for the specific countries, one respondent answered ‘Russia’.
Q4: Areas of the issues on diamonds which exist at present (n=7)

118

We asked if respondents receive inquiries from customers in a store and/or through phone/email
about the traceability and the ethics of diamond mining, 78% answered “Rarely asked,” 22%answered “Unknown.” No one answered ‘Frequently asked’.
Q5: Do you receive inquries from customers in a store and/or through phone/email
about the traceability and/or the ethic of diamonds? (n=9)
Frequently asked
0%

Don't know
22%

Rarely asked
78%

We askeda question about the most applicable humanitarian and environmental situation of

the diamonds that the respondents deal with, 57% of them answered ‘Deal with diamonds whichwere mined, cut and polished with an environment and humanitarian consideration’, on the other
hand, 43% answered ‘Don’t know’. No respondent answered that they ‘Deal with diamonds whichwere mined, cut and polished without environment and humanitarian consideration’.
* Since this is a single choice question, the two choices that two respondents provided are notincluded in the graph below. Those two respondents selected the choices ‘Deal with diamonds
which were mined, cut and polished with an environment and humanitarian consideration’ and‘Don’t know’.
Q6: Humanitarian and environmental situation of the diamonds
which were dealt by the target companies (n=7)

Deal with diamonds which were mined, cut andpolished with an environment and humanitarianconsideration

43%

Deal with diamonds which were mined, cut andpolished without environment and humanitarianconsideration

57%

Don't know
0%12With regard to the applicable rational of their answers to the above question, the answers wereas follows:
Q7: The rational of the answer to the humanitarian and environmental situation of the
diamonds which were dealt by the target companies (n=6)
The reasons that the responding company is dealing in diamonds which were mined, cut andpolished with environment and humanitarian consideration were:

Dealing in Kimberley Process certified diamonds (No. of answer: 2)

Dealing in the diamonds with the country of origin certified (No. of answer: 1)

Suppliers told the responding company that their diamonds are not conflict diamonds (No.
of answer: 1)

Directly dealing with the diamond cut and polish factory (It is based on the trust relationshipbut is not 100% sure) (No. of answer: 1)

The reasons that the responding company is not sure whether they are dealing in diamonds whichwere cut and polished with environment and humanitarian consideration were:

I don’t know the country of origin of the diamonds (No. of answer: 2)

I don’t know the place where the diamonds were cut and polished (No. of answer: 2)

We asked respondents to select the correct explanation of the Kimberley Process Certification
Scheme.

Approximately 30% chose the correct answer that ‘To regulate the distribution ofrough diamonds which are used for funding source of conflicts’, 70% chose the wrong answer or‘Don’t know’.
Q8: Correct explanation of the Kimberly Process Certification System (n=8)

To regulate the distribution of any
diamonds which are used for funding
source of conflicts

14%

To regulate the distribution of roughdiamonds which are used for funding
source of conflicts

29%

28%

29%

To regulate the distribution of roughdiamonds which are used for funding
source of conflicts as well as to inhibit
human-right abuse such as child labor
Do not know the Kimberly Process
Certification System13

We asked the respondents if the Kimberley Process Certification Scheme has any problems andif it needs some amending. 22% answered ‘There is no problem on the Kimberley Process
Certification Scheme’, 11% answered ‘There is a problem on the Kimberly Process Certification
Scheme’, and 56% answered ‘Don’t know’.
Q9 (1): Is there any problem on Kimberley Process Certification Scheme (n=9)

There is no problem on the Kimberly Process Certification System

11%

22%
There is a problem on the Kimberly Process Certification System

11%

Don't know

56%

OthersRegarding the necessity of the amendment of Kimberly Process Certification Scheme, 44%answered ‘No need for the amendment’, 56% answered ‘Don’t know’.
Q9 (2): Necessity of the amendment of Kimberly Process Certification Scheme (n=9)
Need for theamendment0%

No need for theamendment
44%

Don't know
56%

We asked the respondents about the traceability of the diamonds they deal in, 34% answered‘Partly traceable’, 11% answered ‘Basically not traceable’, 33% answered ‘Don’t know’. There
was no answer that ‘All the diamonds they are dealing with are traceable’. As for the answers in“others”, there were ‘All the diamonds are controlled in the head office in Italy’ and ‘Possible totrace if there is a special reason. With the existing technology, it is impossible to identify themines of origin. The cutting and polishing factories can be traced, because the Kimberly Process
14

Certification is attached with the diamonds.

However, for the finished diamond jewelry, it isunable to trace the diamond mines of origin. There are no dealer/retailer dealing with diamonds
from a single mine.
As for the question on the ratio of the traceable diamonds to those who answered ‘partly traceable’,
the ratio ranged from 1% to 50%.
Q10: Traceability of the diamonds dealt by the responding companies

Traceable
0%Partly traceable
25%

Others25%

Don't know
38%

Basically not traceable
12%

Regarding the responding companies’ intensions on their use of diamonds with environmental
and humanitarian consideration, 56% answered ‘Intend to maintain the current methods’. On theother hand, 44% chose ‘Prefer to deal in diamond with environmental and humanitarianconsideration’.
Q11: Target companies’ intension on their brand for environment andhumanitarian consideration on diamonds (n=9)

Intend to maintain the current
methodologies
44%
56%
Prefer to deal in diamond withenvironment and humanitarianconsideration

15

Q12: We asked an additional question to those who answered ‘Prefer to deal in diamond withenvironment and humanitarian consideration’ in Q11, one respondent answered that they ‘would
like to deal in more traceable diamonds while keeping the current suppliers’
We asked a question on what the diamond industry should do for environment and humanitarianconsideration on diamonds (multiple choice), the most common answer given was ‘They should
reveal what the problems and challenges are on diamond’. Other answers given were ‘eachcompany should independently deal with the issue’ and ‘Don’t know’.
Q13: What do you think the diamond industry should do for environment andhumanitarian consideration on diamonds (multiple choice) (n=9)

0

1

2

3

4

5

6

7

They should reveal what is the problems and challenges on diamond
Set the procurement guideline of diamonds which are mined, cut and polished with anenvironment and humanitarian consideration
Improve the supply chain of diamonds which are mined, cut and polished with an environmentand humanitarian consideration
Do not know what should be done by the industry

No need for the action by the industry

Ohers

Regarding the questionnaire on expectations from target companies to Diamonds for Peace(multiple choice), the most common answer was ‘Provide further and specific information on the
problems related to diamonds’. Other answers were ‘Eradication of the distribution of artificial
diamonds’ and ‘Nothing in particular’.
Q14: Expectations from the responding companies
to Diamonds for Peace (multiple choice) (n=6)

0Provide further and specific information on the problem
related to diamonds

Propose what companies can do for solving the problems
on diamonds

Assist the companies for implementing CSR activities indiamond mining area

Others

16

1

2

3

4

5

Apart from previously raised answers, there is a comment that ‘Understanding that the conflictdiamonds is the major problem, however, if the regulations become too strict, it will be difficult
to keep running the business itself. ’

17

2. Mystery shopping survey conducted at retail diamond jewelry shops
3.1 Target of the Survey
The targets of the mystery shopping survey (hereinafter refer to as the “survey”) were 22 diamondjewelry brand companies (manufacturing and retail sales) in Japan and overseas: 16 companies inTokyo, Japan, 5 companies in London, United Kingdom, 1 company in San Diego, United Statesof America (USA).
3.2 Survey Period and Methodology
The survey period was from 1st December 2016 to 1st February 2017. In total five mystery
shoppers consisting of Diamonds for Peace board members and volunteers visited the targeted
retail stores as customers and conducted interviews in line with the survey implementation
guideline prepared by Diamonds for Peace. To be more precise, in order to find out how muchknowledge did the respondents have in regards to the general information, traceability as well as
ethics of diamonds, it was targeted one of the outstanding and expensive items displayed in the
showcase that the store would like to sell most (hereinafter refer to as the “target products”).
3.3 Characteristics of the Respondents
The ratio of respondents was as follows:
73% (16 companies) were diamond jewelry retailers in Tokyo, Japan, 27% (6 retailers) were
diamond jewelry retailers in overseas: five in London, United Kingdom and one in San Diego,
United States of America.
Location of the respondents (n=22)

Japan

27%

Overseas73%

3.4 Result of the survey
The ratio and types of targeted products chosen by the surveyors were as follows: 59% were an‘engagement ring’, 23% were a ’diamond solitaire (one piece of diamond) necklace’, 14% werea ‘diamond necklace’, and 4% were ‘pierced earrings with diamonds and pearls’.

18

The ratio and types of targeted products (n=22)
Pierced earrings with diamonds and pearls4%

Diamondnecklace
14%

Diamond solitairenecklace
23%

Engagement ring
59%1) Country of origin for diamonds
With regard to the question on the diamonds’ 4Cs4 (Carat, Color, Clarity and Cut) grade for thetargeted products, all the answers were given on Carat, Color and Clarity, however, as for Cut
grade, 14% answered ‘unknown’.
Q1 (1): Grade of diamonds for targeted products (Carat, Color, Clarity) （n=22）0%
Answered

Not answered100%

Q1 (2): Grade of diamonds for targeted products (Cut) （n=22）

14%

Answered

Not answered

86%

4

4Cs are the standard indicators for evaluating diamonds which consist of Carat (weight), Color, Clarity
and Cut.
19

We asked about the country of origin for the diamonds for targeted products, 68% respondents
answered ‘Unknown’, 4% answered ‘Canada, Botswana and Russia’, 4% answered ‘Southern
Africa’, 4% answered ‘Diamonds are procured from Canada, Australia, Russia and Africancountries however it needs to be confirmed with the certificate’, 5% answered ‘It needs to be
confirmed since there are several sourcing countries. The country of origin will be confirmed
when selling’, 5% answered ‘Although diamonds are purchased from Brazil, Canada, the countryof origin cannot be traced’, 5% were ‘Unknown without checking the diamonds’ certificates’, 5%were ‘Non-public information’. Among the respondents, only one answered the specific countryof origin.
Q2: Country of origin for the diamonds for the targeted products（n=22）
Canada, Botswana and Russia
Southern Africa

4%
5% 4%

4%
5%
5%
5%

Diamonds are procured from Canada, Australia, Russia andAfrican countries however it needs to be confirmed with thecertificate
It needs to be confirmed since there are several sourcing
countries. The country of origin will be confirmed when to sell
Although diamonds are purchased from Brazil, Canada, thecountry of origin cannot be tracked
Unknown without checking the diamonds’ certificates68%
Unknown
Non-public information

We asked about the name of diamond mines where the diamonds for the target products weremined, 95% answered ‘Unknown’, 5% answered ‘Non-public information’.
Q3: Name of diamond mines for the target products (n=21)

5%
No information

Non-public information

95%

20

We also asked about the working environment in the diamond mines where the diamonds for thetargeted products were mined, 95% answered ‘No information’ and 5% answered ‘Non-public
information’.
Q4: Working environment in the diamond mines
where the diamonds for the targeted products were mined (n=21)
5% 0%

Information provided
No information
Non-public information

95%

We told the respondents that we were concerned about the use of blood diamonds whenbuyingthe product, the responses were as follows; 38% answered ‘No deal with conflict diamonds’, 8%answered ‘No problems since the sourcing channel is reliable’, 15% answered ‘Diamonds areprocured in line with the Kimberly Process therefore it is not a blood diamond’, 8% answered‘Dealing with Forevermark5 diamonds’, 8% answered ‘When the movie of Blood Diamond was
released, the survey was conducted for the line products in order to investigate whether conflictdiamonds were not mixed in response to many inquiries from customers. I do not think that all of
the diamonds mined in Botswana and South Africa are bad’, 23% gave no answers.
Q5: Answers and their ratio to the question on immixture of blood diamonds(The number of the question asked as 100%)(n=13)

No deal with conflict diamonds

No problems since the sourcing channel is reliable23%

Diamonds are procured in line with the Kimberly Process
therefore it is not a blood diamond

38%
Dealing with Forevermark products

8%

8%

5

15%

8%

When the movie of Blood Diamond was released, the survey was
conducted for the line products in order to investigate whether
conflict diamonds were not mixed in response to many inquiries
from customers. I do not think that all of the diamonds mined inBo
No answers

Forevermark is the diamond brand by the De Beers Group, which is applicable only to the diamonds
that meet their own beauty and ethical standards.
212) Diamond Cutting Countries
We asked about the countries where the diamonds for the targeted products were cut, 64%
respondents answered ‘Unknown’, 4% answered ‘Israel’, 9% answered ‘Belgian’, 4% answered‘France’, 5% answered ‘Canada’, 5% answered ‘United States of America’, 9% answered ‘nonpublic information’.
Q6: Diamond cutting countries for the diamonds for the targeted products (n=22)4%9%Israel4%64%Belgian

5%

France5%

CanadaUnited States of America

9%Non-public information
Unknown

We also asked what was the name of the city in the diamond cutting countries for the target
products, 84% answered ‘Unknown’, 11% answered ‘Antwerp’, 5% answered ‘Non-public
information’.
Q7: Name of the city in the diamond cutting countries for the diamonds
for the targeted products (n=19)

11%5%AntwerpNon-public information
Unknown84%

We asked about the working conditions in the diamond cutting factories for the target products,
82% answered ‘Unknown’, 9% answered ‘No problems’, 4% answered ‘Non-public information’,
5% answered invalid answers.

22

Q8: Working environment in the diamond cutting factories for the target products (n=22)

5%
9%

4%

No problems
Non-public information
Unknown
Invalid answers

82%

23

Column: The Awareness of the Diamond Related Issues by Japanese University Students
This awareness survey was conducted with general consumers who are in their 20’s or above andcompanies selling diamond jewelry. The question we wanted to get information about was “What is thelevel of awareness of the diamond related issues by Japanese university students?”
In order to explore the answer to that question, Diamonds for Peace conducted a questionnaire survey
in the class at the university where the Director General of Diamonds for Peace gave a lecture, and theresult is as follows.
1. The Target of the Survey
The target of the survey was 167 students who were freshman to junior and taking a class on sociology
at Tokyo University of Technology located in Hachioji, Tokyo on the day of the survey.
2. Survey Date and Methodology
At the beginning of the sociology class on January 8, 2016, the Director General of Diamonds for Peace
distributed questionnaires to be answered anonymously. All of the students who attended the class filled
out the questionnaire and she collected them before the lecture started (recovery rate 100%).

3. Attributes of respondents
The age of respondents was 16% under 20 and 84% in their twenties. The sexes were 90% males and
10% females.
Generation (n=167)

Sex (n=167)

4. Results
When asked about humanitarian or environmental problems of diamonds, 47% answered "I do think
there is" 53% said "I do not think there is."24

Q1: Do you think diamonds have humanitarian or environmental problem? (n=161)

To those who answered “Yes” in Q1, we asked what kind of problems do you think exist (multiple
answers allowed). 72% of them answered "Smuggling", 65% of them answered "Forced labor", 63% ofthem answered "Extremely low waged labor", 57% of them answered "Conflict diamonds", 51% of themanswered "Environmental destruction", 49% of them answered "Funding sources for terrorist
organizations". "Child labor" was 43%, "Violence" was 31%, "Murder" was 29%, "Debt worker" was19%, "Sexual violence" was 13%, "Torture" was 9%.
Furthermore, among these problems, we asked them about the problems that they think actually are
happening (multiple answers allowed), the most frequent answers are "Smuggling" 56%, "Forced labor"
55%, "Extreme low Waged labor "52%," Environmental destruction "48%," Funding sources of terrorist
organizations "43%," Conflict diamonds "40%," Child labor "35%," Murder "25%," Violence "23% ,16% for "Bonded labor", 7% for "Sexual violence", 5% for "Torture" and 5% "No such problem
happening at present".
Q2 (1): Diamond related issues that students think had existed.
Q2 (2): Diamond related issues that students think are happening.
(Multiple answers allowed). (n=75)

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We asked in which country the respondents think those issues are happening (multiple answers allowed).
"Africa" is the most frequently answered by 83%, "Middle East" by 76%, "South America" by 52%, "Asia "was 33%," Oceania "was 19%," North America "was 8%," Europe "was 4%.
In addition, we asked them the name of the country where those issues are happening. Three responded"Republic of South Africa", two responded "West African countries such as Sierra Leone," and one
responded "Southeast Asia", "Syria" and "Australia" respectively.
Q3: Where do you think the problem is happening now (multiple answers allowed) (n = 75)

We asked respondents if they buy a diamond in the future, what kind of diamond they would like to buy.
45% of respondents answered "I don’t know", 38% answered "beautiful diamonds", 7% said "A low
priced diamond", 7% said "A diamond which has nothing to do with humanitarian and environmental
issues", and 3% answered "Others". Others answers include "For investment", "A manmade diamond","A low priced diamond which may have caused humanitarian and environmental issues" "A low priced
diamond which has nothing to do with humanitarian and environmental issues”.
Q4: If they buy a diamond in the future, what kind of diamond they’d like to buy (n=165)

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We asked if the diamond related issues raised in Q2 exist, what respondents think they should do(multiple answers allowed). 27% answered "The diamond industry should tell consumers honestly what
is happening in the industry.” 22% answered "The diamond industry should take measures to prevent
humanitarian problems and environmental destruction," 17% answered "Consumers should ask the
background of the diamonds when they purchase, where it’s come from, where it’s processed.” 14%answered, "Consumers should purchase diamonds with certification indicating that they are ethical, suchas fair trade labels, etc." 12 % answered "I think I should do something, but I don’t really know what todo," 4% answered "Nothing should be done," 2% answered "Consumers should boycott diamonds," and2% selected "Others."
Respondents who answered “others,” their specific comments were "I don’t care" "I think that diamondcompanies should raise their presence because I do not know any diamond related company" "If any
problem is occurring on a global scale, the United Nations is in a better position to do something” "Tolove diamonds "and" There is no room I can do something".
Q5: If the diamond related problems in Q2 exist, what do you think we should do?
(Multiple answers allowed) (n=167)

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4. Observation
4.1 The Level of the Awareness by Consumers and Retailers
Of the respondents in the questionnaire survey targeting consumers, 41% of them answered they
think there are humanitarian and environmental concerns with diamond mining. On the other hand,
respondents from the questionnaire survey targeting retailers, 70% of them answered they think
there are humanitarian and environmental issues with the diamond mining industry. The retailers
are in a position to obtain diamond related information which the survey team think influenced
the ratio much higher than the ratio of consumers.
The most common diamond related issues that consumers believe existed/exist are smuggling,funding source of terrorism/conflicts, environmental destruction of the mines, extremely low
waged labor, appalling working environment, and child labor. The issues retailers mentioned are
funding source of terrorism/conflicts, smuggling, forced labor, child labor, and extremely low
waged labor. The results show that consumers and retailers have similar recognition towards theissues.
Many consumers and retailers selected “Africa” as an area in which the issues raised above are
happening. Both consumers and retailers have similar perception regarding where there are issues.
47.5% of respondents answered that they have bought diamonds. Among them, 17.2% of themanswered that they had asked the clerks at the shops about the origin, human or environmental
considerations in the mining or processing process. 78% of the responding companies answeredthat their customers rarely ask them about the traceability and ethics of diamonds. It is confirmedthat consumers usually do not ask this kind of questions to the sales staff at the shops.
On the other hand, only 5.4% of the respondents (consumers) answered that nothing should bedone about the issues if they really exist. It became clear that most of the respondents (consumers)
believe that something needs to be done to solve the issues.
4.2 Kimberley Process Certification Scheme
The Kimberley Process Certification Scheme is an international certification process created toprevent the circulation of rough diamonds which fund conflicts into the formal market. Thiscertification process was established by the initiative of the United Nations in 2003.
28% of responding companies selected the correct explanation about the Kimberley Process
Certification Scheme. 43% selected the incorrect explanations such as “it is a scheme to preventthe circulation of the diamonds which fund conflicts and mined/cut with human rights violation”
and “it is a scheme to prevent the circulation of any type of diamonds which fund conflicts.” 22%28

answered that they didn’t know what Kimberley Process Certification Scheme is.
57% of responding companies answered that they do deal in diamonds mined/cut/polished withhumanitarian and environmental concerns. However, one of the reasons they answered this way
is that they deal in diamonds which have been certified by the Kimberley Process. However, theKimberley Process Certification Scheme has nothing to do with humanitarian and environmental
problems and concerns. It would appear based on the survey that most diamond retailers in Japando not know the facts about the Kimberley Process Certification. Therefore it is necessary for
Diamond for Peace to raise awareness on Kimberley Process Certification Scheme targeting both
retailers and consumers.
4.3 Traceability and its Evidence
Only one responding retailer out of 22 mystery shopping surveys answered that they knew theorigin of the diamond being sold. All other respondents gave vague answers such as “I don’tknow,” “will be checked when selling.” The surveyors told 13 responding retailers that “I’mworried about the blood diamond (that fuels conflicts),” 38% of them said they didn’t deal inblood diamonds, 8% of them said they had a legitimate channel of supply. However, none of themshowed any evidence for their statements.
Some responding retailers during the mystery shopping survey told the surveyors that theirdiamonds are cut in Belgium, Israel, France, Canada, U.S.A. 64% answered that they didn’t know.
72% of the diamonds in the world was cut/polished in India in 2014.6 It is interesting that norespondents answered India.
4.4 Conclusion
In general, more consumers want to know the details on the traceability of diamonds being
purchased, such as the origin and manufacturing countries. Ethical consumption including
purchasing fair trade products is prominent in Western countries. The number of ethical brands inJapan is increasing. With this trend, we expect that more consumers will buy ethical jewelry
including diamonds, as their awareness rises.
It will be important for retailers and manufacturers dealing in diamonds to show the traceabilityof diamonds and prove there are no human rights violations and environmental destruction inorder to gain consumers’ confidence.

6

Statista, Distribution of diamond cutting and polishing worldwide by country in 2014.
https://www.statista.com/statistics/588958/diamond-cuttng-and-polishing-global-distribution/ Accessed on 15th March 201829

5. Recommendations
Diamonds for Peace believes that the first step to realize our vision of “the world in which
diamonds are mined, cut and processed with humanitarian and environmental considerations” is1) increased awareness on the diamond related issues by consumers, 2) increase in consumers
questioning the ethics at the retail shops, and 3) retailers’ correct understanding about the
Kimberley Process Certification Scheme.
The findings directly related to the above three points in this survey are as follows.
1) Consumers’ awareness on the diamond related issues
41.8% of responding consumers answered that they have some kind of awareness on the diamond
related issues.
2) Questions about ethics made at retail shops
17.2% of responding consumers answered that they have asked about either the country of origin,
the location of cutting, and/or working conditions at mines and/or the cutting facility tosalespeople at retail shops when buying diamond (jewelry).
3) Retailers’ understanding about Kimberley Process Certification Scheme
28% of responding retail/manufacturing companies picked the correct answer for the meaning of
the Kimberley Process Certification Scheme.
Based on these results, Diamonds for Peace needs to devise creative ways for awareness raising
activities to improve

both consumers’ and retailers’ knowledge on the issues surrounding the

diamond industry which will assist with changing behaviors

especially in Japan. The survey

team presents some examples below. Diamonds for Peace’s decision on exactly what type ofactivities and programs going forward will be made upon consideration of all the circumstances.
1) Activities to raise consumers’ awarenessDiamonds for Peace can develop a brochure/movie where consumers can learn about diamondissues “at a glance”. The brochure or movie can be distributed to schools, andlecture/seminar/event can be conducted using the brochure/movie.
2) Activities to increase the number consumers’ asking about ethics at the retail shops
Diamonds for Peace can develop a brochure which explains how a consumer can check the ethics
of diamonds at retail shops. The brochure can be distributed to consumers shopping for diamonds,
as well as used to conduct lecture/seminar/event.

303) Activities to raise retailers’ awareness on the Kimberley Process Certification Scheme
Diamonds for Peace can develop a web page to explain the Kimberley Process Certification
Scheme to targeted retailers. DFP may also develop a brochure that retailers can understand thescheme at a glance, which can also be used in informational lecture/seminar/events.
The Way Forward
The Diamonds for Peace survey described in this report primarily targeted the diamondconsumers and manufacturers/retailers in Japan. Diamonds for Peace has plans to conduct thiskind of survey periodically, also targeting diamond consumers and retailers in large cities inwestern countries with the purpose comparing levels of awareness among nationalities.

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