THIS IS NOT ABOUT MAN-MADE DIAMONDS! Read this article: https://www.thestar.com/business/2018/05/29/de-beers-to-sell... Read the last paragraph: The move also comes at a sensitive time for De Beers and its relationship with Botswana, the source of three-quarters of its diamonds. The two have a sales agreement that gives De Beers the right to market and sell the diamonds from Botswana. The deal, which gives De Beers i…
Good? If the acceptable price paid for diamonds in both the wholesale and retail markets is lowered, then the pressure to mine diamonds (and the attendant violence & natural damage) should be lowered as well. That seems like a good outcome? Additionally, DeBeers is unlikely to be able to dominate the lab-grown market so this step should legitimize lab-grown stones with little risk of creating another monopoly.
De Beers has spent the last 100+ years controlling the diamond industry's economics in it's entirety, from mining (via such contracts) to retail. They even invented the diamond engagement ring tradition, as we know it today. De Beers are most active on the wholesale side, where they control supply (and when they can, demand) to maintain stable, high "prices."
...That's why they are/control a cartel. I have no doubt that de beers does not intend to enter this market so that they can compete in an "efficient" level playing field. That's not what they do. They want to exert control over one or both of these markets, in some way. That is always the de beers business plan.
Anyway... I always get a little worried when people apply the basics of supply-demand logic everywhere. Classical economics describes markets of a certain type: many buyers and sellers, reasonable transparency & information flow, not too much collusion, reasonably low transaction costs, mild psychology/cultural effects..... This is some fraction of the economy but not all.
Supply-demand is not the main thing determining outcomes (prices & volume) in a lot of big markets: labour, financial services, banking, oil, ISPs... diamonds. Supply and demand effect those markets, but not in a way that can be described by 2 intersecting curves.