De Beers Highlights Natural Diamonds Through Desert Diamonds Experience
De Beers Group presented its Desert diamonds initiative at Jewellery & Gem WORLD Hong Kong (JGW) from 16 to 19 September 2026.
The immersive showcase combined nature, craftsmanship and technology. It aimed to strengthen confidence in the natural diamond category.
The Hong Kong activation followed the Asian debut of Desert diamonds in Shanghai in July. It also marked De Beers Group’s first major beacon initiative in more than a decade.
The initiative represents the Group’s largest category-marketing investment in 15 years. It focuses on collaboration across the value chain.
The programme was also guided by De Beers Group’s Building Forever sustainability framework and diamond traceability strategy.
Industry Leaders Discuss the Future of Natural Diamonds
De Beers Group hosted a breakfast meeting with industry partners during JGW Hong Kong.
Chief Executive Officer Al Cook attended alongside Paul Rowley, Executive Vice President of Diamond Trading. General Manager of Natural Diamonds Lynn Serfaty and Vice President of Natural Diamonds APAC Loletta Lai also participated.
Guests included representatives from Botswana, South Africa, China and the global natural diamond industry. Discussions focused on future opportunities, market developments and collaboration.
Al Cook, Chief Executive Officer of De Beers Group said: “We firmly believe that natural diamonds have an enduring future, and we remain confident in the long-term opportunity presented by the Chinese market. China has always been one of De Beers Group’s most important markets. For more than half a century, we have built deep and enduring relationships with retailers, consumers, governments and industry partners. We continue to invest in China and launched our Desert diamonds category-marketing initiative in July this year. The campaign has already delivered encouraging results in the US market and is showing strong momentum in China. Looking ahead, we invite our industry colleagues to work together to strengthen consumer confidence in the long-term value of natural diamonds.”
Paul Rowley discussed supply, demand and market developments across major regions.
Paul Rowley, Executive Vice President of Diamond Trading at De Beers Group said: “The natural diamond market is gradually stabilising. Supply and demand are moving towards equilibrium, while diamond prices are showing signs of recovery. The US market remains resilient and the Chinese market is also beginning to stabilise, while India, Europe, Japan and the Gulf markets are providing further momentum for industry growth. Global annual natural diamond production has declined from a peak of approximately 170 million carats to around 100 million carats. Effective supply management is essential to restoring market balance. Looking ahead, the industry must continue to invest in detection, grading and traceability systems, enabling consumers to distinguish clearly between natural and laboratory-grown diamonds, while advancing collective category marketing and industry collaboration.”
Lynn Serfaty highlighted the cultural connection between Desert diamonds and Chinese values.
Lynn Serfaty, Managing Director of Natural Diamonds at De Beers Group said: “Desert diamonds are such a gift. They resonate with Chinese philosophies of resilience, transcendence and harmony between humanity and nature, while building a bridge between southern Africa and China. Through the Asian launch of Desert diamonds, retailer partnerships, social media communications and media engagement, we aim to further support China’s focus on quality consumption and help more consumers understand and appreciate the enduring value of natural diamonds.”
Desert Diamonds Take Centre Stage
De Beers Group unveiled its Show & Tell experience following the industry meeting.
The installation took visitors on a journey from the earth to the finished jewellery piece. It combined visual, tactile and interactive elements.
The exhibition drew inspiration from the changing light and textures of desert landscapes. Exterior screens depicted rolling sand dunes.
Inside, contemporary exhibition design was combined with traditional Chinese bamboo-weaving craftsmanship. The craft is recognised as part of China’s intangible cultural heritage.
Artist Xu Mingyu created geometric display cases inspired by the precision of diamond cuts. Woven textures reflected patterns created naturally across desert surfaces.
The exhibition connected natural diamonds with heritage, craftsmanship and contemporary design.
Five Chapters Explore the Journey of a Natural Diamond
The Show & Tell experience was organised into five narrative chapters.
At the Desert diamonds display, loose natural diamonds appeared in a range of warm and earthy colours. These shades reflect natural variations in nitrogen content and plastic deformation.
As a result, every Desert diamond has its own distinctive appearance.
The exhibition also explored changing consumer attitudes towards authenticity and permanence. Natural diamonds form over billions of years and are valued for their rarity and individuality.
Retail partners showcased Desert diamonds jewellery collections during the experience. These included Chow Tai Fook’s Desert Rose collection and Kashikey, represented by Chow Sang Sang.
Classic three-stone and five-stone jewellery designs were also presented.
Visitors could then explore Tracr, De Beers Group’s diamond traceability platform. The experience demonstrated how a registered natural diamond can have its journey recorded from mine to retail.
A dedicated science and technology zone also featured De Beers Group’s detection instruments. Visitors could see how natural diamonds can be differentiated from laboratory-grown diamonds.
Building Forever Brings Sustainability Into Focus
Sustainability was another key element of the exhibition.
A dedicated rhino conservation area highlighted De Beers Group’s conservation activities. It covered habitat protection, species breeding and relocation.
The installation connected these initiatives with the Group’s Building Forever sustainability framework.
The experience concluded with an interactive exploration of Desert diamonds. A fragrance installation drew inspiration from the desert landscape.
Interactive quizzes also allowed visitors to explore their own natural diamond aura.
Traceability and Industry Collaboration
De Beers Group participated in several industry discussions during JGW Hong Kong.
The company joined the Natural Diamond Value Chain Repositioning and Outlook Forum. The event was jointly organised by the Natural Diamond Council and the Hong Kong Diamond Federation.
Participants discussed changes across the natural diamond value chain. They also explored future opportunities for the industry.
At the Brilliant Convergence: Envisioning the Future of Jewellery Design seminar, Loletta Lai joined jewellery designers and industry representatives.
The discussion focused on the role of natural diamonds in contemporary jewellery design.
GIA Highlights the Natural Diamond Fingerprint
The Gemological Institute of America (GIA) also presented The Beauty of Natural Diamonds exhibition during JGW Hong Kong.
The exhibition explored how natural diamonds form and develop their individual characteristics. It used diamond fluorescence, microscopic images and growth features to illustrate their natural differences.
GIA Diamond Grading Reports were also presented as part of the experience.
The exhibition highlighted the unique “natural fingerprint” associated with each natural diamond.
Ahead of this year’s exhibition, GIA completed its acquisition of a 30% shareholding in the Tracr diamond traceability blockchain platform.
The collaboration supports the development of Tracr as independent industry infrastructure. It combines diamond grading with origin traceability.
Natural Diamonds Meet Contemporary Jewellery
De Beers Group also hosted members of the media and fashion community at its De Beers London Hong Kong flagship boutique.
Guests explored natural diamond jewellery through an immersive retail experience. They also received expert guidance and participated in jewellery try-ons.
The experience connected natural diamond heritage with contemporary fashion. It also highlighted the journey of a diamond from its origin at the mine to its final jewellery form.
Sustainable practices and craftsmanship were presented as key parts of this journey.
De Beers Continues Its Natural Diamond Strategy
De Beers Group’s presence at JGW Hong Kong brought together natural diamonds, culture, technology and sustainability.
The Desert diamonds platform provided a new way to communicate the rarity and individuality of natural diamonds. It also created opportunities for engagement with consumers and industry partners.
Looking ahead, De Beers Group plans to continue working with partners across the global natural diamond industry.
The Group will continue to use its Building Forever sustainability framework and diamond traceability strategy as key pillars of its approach.
Through these initiatives, De Beers aims to support greater transparency and sustainability across the natural diamond value chain.
