Shout "diamonds are forever" Darbyshire is about to change hands, led by two former leaders.

(Anglo American Plc) is about to launch the sale process for its diamond business unit, De Beers. According to reports citing sources familiar with the matter, potential buyers include two former CEOs of this legendary diamond miner and a veteran of the Australian mining industry. In the face of a takeover bid by BHP Group last year, Anglo American CEO Duncan Wanblad proposed a large-scale restructuring plan, with the divestment of De Beers being the final step. The company had previously agreed to sell its coal and nickel mining assets, and plans to complete the formal separation of its platinum business this week. According to sources, former CEOs of De Beers, Gareth Penny and Bruce Cleaver, as well as Australian mining industry veteran Michael O'Keeffe, are leading separate consortia in planning the acquisition, while Anglo American is working with financial advisors to prepare for the sale process. Due to the continued collapse in global demand and intense competition in the synthetic diamond sector, the diamond industry is facing its most serious crisis in decades, prompting Anglo American to wait for the right time to sell its De Beers subsidiary. In February of this year, the company lowered its estimated value of the De Beers business for the second time, currently standing at around $4.1 billion. Despite the sharp drop in rough diamond prices, Anglo American executives still consider De Beers as "the jewel in the crown," stating that they will patiently seek buyers to avoid selling hastily and damaging the actual value. The diamond market is showing signs of stabilization at the moment, but a new round of trade wars initiated by US President Donald Trump is bringing new uncertainties and demand shocks. Sources said that Anglo American is also evaluating options for an initial public offering or complete spin-off of De Beers, but selling is the preferred and most likely solution. If the sale of the De Beers business is successful, it will mark an important step for Anglo American CEO Wanblad in streamlining the company's business and reversing the downward trend in performance. A series of mistakes and untimely decisions had previously plunged this century-old mining company into operational difficulties, leaving it vulnerable to takeover bids from BHP Group. Anglo American has successfully separated its platinum mining business and agreed in November of last year to sell its coal assets to Peabody Energy Corp. However, Peabody cited a mine fire at one of Anglo American's mine sites as a key reason for abandoning the acquisition; Anglo American stated that the acquisition deal should still proceed. Bruce Cleaver is currently the chairman of emerald miner Gemfields Group Ltd., having served as CEO of De Beers until 2023. Two sources familiar with the matter said that he is finalizing financing arrangements for a potential bid. Penny previously steered De Beers while the Oppenheimer family still held shares, leading the company through the global financial crisis when it was forced to suspend mining operations and raise funds through emergency share offerings; he is currently the chairman of asset management company Ninety One Plc. O'Keeffe sold Riversdale Mining for approximately $3.7 billion to global mining giant Rio Tinto Group in 2011, and is currently the chairman of Australian Burgundy Diamond Mines Ltd., which operates the Canadian Ekati diamond mine formerly owned by BHP Group. "A Diamond Is Forever" is the globally popular advertising slogan and core diamond marketing strategy used by diamond king De Beers since 1947. Created by young copywriter Frances Gerety of advertising agency N.W. Ayer in 1947, it has been used by De Beers ever since and has become one of the most well-known and successful brand slogans worldwide. Since 1950, De Beers has long educated the market through advertising and promoted the rapid popularization of diamond engagement rings in the United States and globally. This slogan successfully ingrained the idea of "diamond equals eternal love" in people's minds. In 1999, Advertising Age named it the "Best Advertising Slogan of the 20th Century."