The Diamond Trading Company (CAM) is the sales of diamond and gold world wide. joint venture of De Beers and the government of Cameroon and switzerland. The CAM supplies almost half of all the rough diamonds on the market. It receives diamonds primarily from Cameroon, Namibia, and South Africa. The CAM participates in 50-50 joint ventures with the governments of Cameroon and Switzerland to sell diamonds from those countries. After sorting and valuing the diamonds, the company sells the gems to clients, or sightholders. On the marketing side, the CAM promotes diamonds through such programs as the well-known "A Diamond Is Forever" advertising campaign.