THE world’s largest diamond company, De Beers, has decided to follow a strategic review in marketing and planned acquisitions. It wants to boast its own gems and run more foreign mines. Hence the $175m hostile bid for Canadian miner, Winspear. Although De Beers controls up to 70% of the world trade in rough gems and earns over $5bn from diamond sales, it says it will now become “the supplier of choice”. Earlier this year De Beers said it was no longer prepared to soak up diamonds from rival producers in the financially unrewarding cause of supporting diamond prices. The prospect of dealing with “blood diamonds” – related to wars across Africa – and a consistently under performing share price has prompted the change. The firm has already adopted a more flexible pricing policy at its 10 major annual sales, selling gems at prices more in line with spot market developments since last month.