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.
  • Every kimberlite is unique and must be assessed according to its physical size, its grade (the
    volume of diamonds held), its diamond population (the size and quality ranges of diamonds recovered) and its cost base under Petra management.
  • 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.
  • Petra’s operations team has decades of specialist experience in the management, mining and development of diamond orebodies.



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 orebody, by focusing on where the value lies within its diamond population.
  • Petra’s team embraces innovation and continually stays abreast of the latest diamond processing technologies.
  • Security is managed through maintaining automated, ‘hands-off’ processes.


Sorting and sales

Rough diamonds are sorted into ‘lots’ and then sold through a competitive tender process.


  • Petra has always run its own diamond sales, having developed marketing and sales expertise in-house, and therefore does not pay any sales commission to a third party.
  • Petra utilises a competitive tender process for its sales, thereby ensuring maximum competition for its goods.
  • Petra’s sales are predominantly held in Johannesburg, which encourages local participation and beneficiation, as well as positioning South Africa as a key diamond hub globally. Sales from Williamson are held in Antwerp.