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Our Business Model

We believe that Earth’s rare and precious legacy can, through responsible mining, create abundant outcomes for our people, communities, investors, customers and all other stakeholders, giving expression to life’s special moments.



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


  • We apply decades of specialist experience in the appraisal and valuation of diamond orebodies.
  • Our mines produce a full range of diamonds.
  • We focus on well defined and understood orebodies with the potential to generate significant cashflow.
  • Our plans are structured around the long-term viability of each project.



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


  • Safety is our number one priority and ingrained in everything we do.
  • Hard rock orebodies can generally provide for much better predictability and long-term planning than alluvial deposits.
  • We have a strong operations team, with significant experience in the management, mining and development of diamond orebodies.
  • Our technical competence enables us to meet and overcome challenges as they arise.
  • We focus on driving efficiencies e.g. via Project 2022 and Business Re-engineering projects initiated at Finsch and Koffiefontein.



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


  • We are 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.


  • We have our own in house marketing and sales expertise and do not pay any sales commission to a third party.
  • We utilise the competitive tender process to ensure a competitive pricing environment.
  • South African production is normally sold in Johannesburg, thereby enabling local participation. Tanzanian production is sold in Antwerp. Petra has flexibility in the venue and timing of tenders.
  • Our mines, particularly the Cullinan Mine, produce world-class diamonds, including very high-quality large white diamonds and incredibly rare blue diamonds.
  • We maximise the value of Exceptional Stones, including via dedicated standalone tenders, and by selling into partnerships.