New ways to sustain demand for diamonds in jewelry and as investments. Demand for jewelry is still the main driver of diamond demand. Diamond jewelry marketing has shifted from generic to retailer-supported branded advertising since 2000. Recent developments include closer cooperation among industry players and a sharper focus on emerging markets. Investment demand remains relatively low, despite diamonds’ attractiveness as an investment. The industry is supporting initiatives to spur the long-term growth of investment demand by enhancing price transparency and market liquidity.