At Jewellery & Gem WORLD (JGW), De Beers Group introduced “Desert Diamonds,” a unique collection of gradient-coloured natural diamonds. These gems display shades moving from warm white to champagne and amber, inspired by desert landscapes. With immersive booth design and storytelling, De Beers highlighted how Desert Diamonds connect nature’s beauty with new-generation consumers seeking authenticity and sustainability.
The Origin Strategy: Traceability and Trust
De Beers also spotlighted its “Origin” strategy, powered by Tracr blockchain. The program allows retailers and consumers to trace diamonds from source to sale, offering transparency on provenance, rarity, and ethical sourcing. It strengthens trust, deepens emotional connections, and reinforces the sustainability of natural diamonds.
Paul Rowley, Executive Vice-President of Diamond Trading, said:
“We are honoured to participate in Jewellery & Gem WORLD and engage with our partners. China remains a crucial part of our global strategy. Through education and communication, we aim to help consumers appreciate the rarity and generational value of natural diamonds.”
Industry Engagement and Forums
Senior leaders including Paul Rowley, Feriel Zerouki, Mahiar Borhanjoo, Lynn Serfaty, and Wesley Tucker engaged in high-level discussions on the future of the diamond sector. De Beers hosted multiple forums:
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Natural Diamond Leadership Forum – “Unlocking Growth in Greater China,” with insights from Lynn Serfaty and Loletta Lai.
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Innovation in the Diamond Value Chain Panel – where Wesley Tucker highlighted Tracr’s blockchain role in consumer engagement.
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The Billion-Year Promise Forum – centered on consumer trust, the Origin strategy, and Building Forever.
Lynn Serfaty noted:
“The new generation of consumers sees natural diamonds as symbols of self-expression, gifting, and authenticity. We continue to emphasize rarity, heritage, and emotional resonance.”
Collaboration with GIA
De Beers partnered with the Gemological Institute of America (GIA) for workshops promoting the eternal charm of natural diamonds. Pritesh Patel, President and CEO of GIA, said:
“Each natural diamond is a miracle of the Earth. Through collaboration with De Beers, we aim to promote transparency and responsible growth.”
GIA also updated its standards by ending 4Cs grading for lab-grown diamonds. Instead, it now offers descriptive evaluations, further differentiating natural diamonds and strengthening consumer trust.
Building Forever in Action
Beyond JGW, De Beers hosted media visits to its London flagship to showcase the journey from rough diamonds to fine jewellery. These experiences reinforced the “Building Forever” commitment to responsible sourcing, craftsmanship, and retail excellence.
Guided by its timeless philosophy “A Diamond is Forever,” De Beers used JGW 2025 to position Desert Diamonds as symbols of nature, culture, and emotion, while advancing transparency, sustainability, and consumer confidence in the natural diamond industry.
