Mobile Navigation

Our Business Model

Our purpose of unearthing the world’s most beautiful product as responsibly and efficiently as possible underpins our business model.  In doing so, we will contribute to the sustainability of our industry and deliver long-term value to each of our stakeholders.


Project appraisal

Central to our approach is the identification of the right assets, where the Company can add value.


  • Petra’s technical team has decades of specialist experience in the appraisal and valuation of diamond orebodies.
  • The Company is able to produce the full range of diamonds from its diversified portfolio.
  • Petra focuses on long-life assets with the potential to generate significant cashflow and structures its operations with the long-term viability of the project in mind.

Mining and development

Petra’s operations are focused on ‘hard rock’ kimberlite pipe orebodies.


  • Safety is our number on priority and ingrained in everything we do.
  • Hard rock orebodies can generally provide for much better predictability and long-term planning than alluvial deposits.
  • Strong operations team, with significant experience in the management, mining and development of diamond orebodies.
  • Adaptable culture with team able to meet and overcome challenges as they arise, as evidenced by the fast response to operating under COVID-19 restrictions.
  • Focus on driving efficiencies via Project 2022 and the re-engineering projects initiated at Finsch and Koffiefontein.



Ore is passed through the processing plant to extract the diamonds from the rock.


  • Petra is focused on value production, rather than volume.
  • Plant processes are set to optimise revenue generation from each individual mine’s orebody, by focusing on where the value lies within its diamond population.
  • We embrace innovation and continually stay abreast of the latest diamond mining and processing technologies.
  • Security is enhanced through maintaining automated, ‘hands-off’ processes.


Sorting and sales

Rough diamonds are sorted into parcels and then sold through a competitive tender process.


  • Petra has always run its own diamond sales in a cost effective manner, having developed marketing and sales expertise in house, and therefore does not pay any sales commission to a third party.
  • Petra utilises the competitive tender process for its sales, thereby providing a competitive pricing environment.
  • Petra’s South African production is normally sold in Johannesburg, thereby encouraging local participation and beneficiation, and its Tanzanian production is sold in Antwerp. However, the Company had to maintain its flexible approach to sales in FY 2021, as a result of COVID-19, with more sales than usual taking place in Antwerp due to travel restrictions limiting client access to South Africa.
  • Petra’s mines, particularly the Cullinan Mine, produce world-class diamonds, including very high-quality large white diamonds and incredibly rare blue diamonds.
  • Petra evaluates ways to maximise the value of Exceptional Stones, including via dedicated standalone tenders, and on occasion sells such stones, or other high-value gem-quality stones, into partnerships whereby it can receive a portion of the uplift in value from the polished proceeds.