To buy and sell Natural Diamonds and abstain from buying and selling of Synthetics, Stimulants or Treated Diamonds without proper, clear and standard disclosure in line with international rules and regulations.
To be honest and transparent about the product being bought and sold, refraining from use of any deceptive statements or misrepresentations about the origin, type, kind, size, cut, colour, grade, weight, purity, treatment, substance, serviceability, price, production, distribution or any other material aspects and attributes of the product at any level of the supply chain.
To protect consumers, ensuring fair business dealings based on fixed and rational pricing and clear & transparent terms and conditions.
To identify each stage of production and other processes, and implement controls governed by various measuring and monitoring devices that distinguishes each stone from the other at each stage and stand elucidated.
To implement self-governing systems that shall ensure the integrity of each stone while in movement from rough procurement to sale of polished diamonds, enabling traceability of every stone with respect to each stage of process, employee and location in the system.
Any inappropriate action, damaging the integrity of the product, shall not be tolerated and considered objectionable. Strict compliance is expected from each employee towards maintaining integrity of every stone.
To indicate excellence, to participate in quality marketing programs, assist the diamond industry for grading quality stones and to follow the standards of terminology and classification for the communication of product attributes.
To assure our customers that complete product knowledge is transferred and that ethical standards are being followed in order to develop trust and confidence in the product, its transparency and pricing.