I wouldn't jump to any such conclusions.
De Beers has spent the last 100+ years controlling the diamond industry's economics in it's entirety, from mining (via such contracts) to retail. They even invented the diamond engagement ring tradition, as we know it today. De Beers are most active on the wholesale side, where they control supply (and when they can, demand) to maintain stable, high "prices."
...That's why they are/control a cartel. I have no doubt that de beers does not intend to enter this market so that they can compete in an "efficient" level playing field. That's not what they do. They want to exert control over one or both of these markets, in some way. That is always the de beers business plan.
Anyway... I always get a little worried when people apply the basics of supply-demand logic everywhere. Classical economics describes markets of a certain type: many buyers and sellers, reasonable transparency & information flow, not too much collusion, reasonably low transaction costs, mild psychology/cultural effects..... This is some fraction of the economy but not all.
Supply-demand is not the main thing determining outcomes (prices & volume) in a lot of big markets: labour, financial services, banking, oil, ISPs... diamonds. Supply and demand effect those markets, but not in a way that can be described by 2 intersecting curves.