De Beers Pushes Natural Diamond
against Lab Diamond
A Commitment To
Enhance Natural Diamond Demand Through “Origin” Strategy
De Beers Unveils “Desert
Diamonds” at Jewellery & Gem WORLD (JGW) 2025
From September 17–19, 2025, De Beers Group
showcased its “Desert Diamonds”, gradient-coloured natural diamonds, at Jewellery
& Gem WORLD, emphasizing its “Origin” traceability strategy to
enhance natural diamond demand.
Key
Highlights:
·
Senior Leadership Presence: Paul
Rowley (EVP, Diamond Trading), Feriel Zerouki (Chief Trade & Industry
Officer), Mahiar Borhanjoo
(CCO, SVP Polish), Lynn Serfaty (GM, Natural Diamond Marketing), Wesley Tucker
(CEO, Tracr).
·
Desert Diamonds: Featured a color
gradient from warm white to champagne and amber, inspired by desert
landscapes. Aimed to engage new-generation consumers by highlighting rarity,
value, and heritage.
·
Origin Traceability Program:
o
Powered by Tracr blockchain technology,
enabling consumers to trace diamonds’ origin and supply chain.
o
Provides details on rarity rating, social impact
programs, and ethical sourcing.
o
Strengthens consumer trust and emotional
connection with diamonds.
Events
& Engagement:
·
Show & Tell: Experts from “Origin”, Institute
of Diamonds, and Science & Technology demonstrated traceability
technologies.
·
Breakfast Meeting: Updates
on “Origin” program and Desert Diamonds marketing initiatives.
·
Natural Diamond Leadership Forum:
o
Panel on Innovation in Diamond Value Chain
discussed tech-driven customer engagement.
o
Panel on Greater China Market examined
consumer trends and strategic growth opportunities.
o
Session on “The Billion-Year Promise”
focused on trust and emotional value in natural diamonds.
Strategic
Partnerships:
·
Collaboration with Gemological
Institute of America (GIA) to educate consumers and clarify distinctions
between natural and lab-grown diamonds.
·
Media and influencer engagements included workshops
and visits to De Beers London flagship, demonstrating craftsmanship
and sustainable practices.
Brand
Philosophy & Outlook:
·
Emphasizes “A Diamond is Forever” through
traceability, sustainability, and consumer education.
·
Desert Diamonds serve as a tangible
manifestation of rarity and heritage, connecting natural diamonds with technology,
art, and culture.
·
De Beers aims to lead the natural diamond
industry toward transparency, sustainability, and innovation, reinforcing
long-term consumer trust and demand.
From
September 17th to 19th, 2025, De Beers Group, the world's leading diamond
company, made a dazzling appearance at the Jewellery & Gem WORLD, unveiling
the exceptional allure of "Desert diamonds" - gradient-coloured
natural diamonds. During the event, De Beers Group highlighted its diamond
traceability strategy -"Origin", demonstrating its unwavering
commitment to driving demand for natural diamonds.
Senior
executives from De Beers Group attending the event included Paul Rowley,
Executive Vice-President, Diamond Trading, Feriel Zerouki, Chief Trade and
Industry Officer, Mahiar Borhanjoo, Chief Commercial
Officer, SVP Polish, Lynn Serfaty, General Manager of Natural Diamond Category
Marketing, and Wesley Tucker, CEO of Tracr, presented at the event. They
engaged in discussions with industry guests about the future development trends
of natural diamonds, demonstrating De Beers Group's commitment to continue
investing in resources and driving collective industry efforts to promote
natural diamonds. Through these initiatives, the group consistently conveys the
core attributes of natural diamonds—rarity, value, and heritage — while
igniting desire and aspiration among a new generation of consumers.
At
the Show & Tell, experts from the "Origin", Institute of
Diamonds, and Science and Technology came together to showcase the Group's
innovative technologies and cutting-edge technology in the fields of diamond
traceability and detention instruments.
"Origin"
is De Beers' brand-new diamond traceability program. Powered by Tracr, it
enables consumers to explore the origin and supply chain of each De Beers
diamond. It empowers retailers to share the unique stories behind De Beers'
natural diamonds, deepening the emotional connection between diamonds and
wearers. Furthermore, consumers can access information about their purchased
diamonds, including rarity rating and details about the social impact programs
supported by each diamond. This initiative not only provides consumers with the
opportunity to purchase natural diamonds mined by the De Beers Group but also
provides comprehensive assurance, highlighting ethical sourcing as a key
component of De Beers' overall marketing strategy.
De
Beers Group's Desert diamond initiative captivates visitors with their delicate
colour gradient, transitioning from warm white to champagne and amber, creating
rich and harmonious visual layers that made them a highlight at Jewellery &
Gem WORLD. By blending the inherent rarity of natural diamonds with the vast
desert, these diamonds evoke emotional resonance among a new generation of
consumers through their differentiated value, reinterpreting the enduring
allure and extraordinary value of natural diamonds.
De
Beers Group drew inspirations from the geological wonders of the desert—the
birthplace of natural diamonds—blending desert elements with the unique
characteristics of natural diamonds. Through narrative-driven spatial design
and interactive elements, De Beers Group translated its strategies and the
value of natural diamonds into tangible realities, showcasing the breathtaking
beauty and profound significance of Desert Diamonds.
Paul
Rowley, Executive Vice-President, Diamond Trading, De Beers Group, stated:
"We are honoured to participate in Jewellery & Gem WORLD and engage in
in-depth discussions with our partners. It provided a valuable opportunity to
share De Beers Group's strategies and explore the future of the natural diamond
industry. China is a crucial part of our global strategy, and we are committed
to continuing our collaboration with all partners. Through comprehensive market
education and communication, we aim to help more consumers appreciate the
rarity of natural diamonds and deeply recognize the enduring emotions and
generational significance they carry."
Building a Sustainable
Future for Natural Diamonds
During
the three-day exhibition, De Beers Group successfully hosted multiple events,
including a Breakfast Meeting, Show & Tell, and Natural Diamonds Leadership
Forum, gathering global industry leaders to look ahead at trends and
developments in natural diamond industry. At the Breakfast Meeting, Paul Rowley
shared the latest progress of "Origins", while Lynn Serfaty
highlighted the Group's initiatives in natural diamond category marketing and
elaborated on the unique charm of Desert diamonds.
The
Natural Diamond Leadership Forum hosted by De Beers Group emerged as a
significant highlight of this year's exhibition, offering forward-looking
perspectives and profound insights. At the first panel - Innovation in the
Diamond Value Chain: From Technology to Customer Experience, Wesley Tucker, CEO
of Tracr, shared customer engagement strategies centered
on technological evolution. In-depth discussions focused on how to drive the
future growth of the natural diamond industry and tap into fast-growing markets
such as China. Tucker stated, "As a core component of the 'Origins', Tracr
leverages blockchain technology to ensure the origin and traceability of every
natural diamond. We are not only building a reliable technology platform but
also committed to telling the authentic and unique story behind each natural
diamond. Through Tracr, we hope consumers can trust their choices with greater
confidence and understand how their purchases support the communities and sustainablility."
Lynn
Serfaty, General Manager of Natural Diamond Category Marketing, De Beers Group,
along with Loletta Lai, VP, Natural Diamonds APAC, De Beers Group, and others,
delved into the theme of " Unlocking Growth in the Greater China Market:
Opportunities and Challenges for the Natural Diamond Industry". They
provided in-depth analysis of consumer trends and behavioural shifts in the
Chinese market, while sharing strategic insights on how to align with the
demands of the new generation of consumers and foster long-term desire for
natural diamonds. Serfaty stated, "The new generation of consumers is
redefining their emotional connection with natural diamonds. They see these
diamonds not only as symbols of weddings but also as unique carriers of
self-expression and gifting. These consumers value authenticity, sustainability
and pursue personalized experiences and emotional resonance. Through our
strategies of 'Origins' and 'Building Forever', we consistently reinforce the
core characteristic of natural diamonds—rarity, value, and
heritage—continuously evoking consumers' emotional identification and
desire."
Another
Leadership Forum was hosted, themed "The Billion-Year Promise: Consumer
Trust in Natural Diamond". This event delved into the goals and
initiatives of the "Origin" Strategy, De Beers Group and
"Building Forever", aiming to transform each natural diamond into an
eternal promise, establishing and reinforcing consumers' enduring and solid
trust.
Partnering for Value
Creation: Planning the Future of Natural Diamonds
For
years, De Beers Group has consistently collaborated with partners across the
industry to jointly promote the development of the natural diamond sector.
During the exhibition, the Group invited media and influencers to visit the Gemological Institute of America (GIA) booth and engage in
natural diamonds workshops, guiding guests to explore the enduring charm and
value of natural diamonds. Pritesh Patel, President and CEO of GIA, stated:
"We are deeply honored to collaborate with De
Beers Group. Through this workshop, we illustrated the eternal charm and
profound value inherent in natural diamonds. Each natural diamond is a miracle
created by the Earth over hundreds of millions of years, blending natural
beauty, exquisite craftsmanship, and a commitment to sustainable development.
We look forward to working with all partners to convey values of authenticity,
transparency, and responsibility, helping consumers gain a deeper understanding
of the precious qualities of natural diamonds, and jointly promoting the
sustainable development of the industry."
Since
June of this year, GIA has ceased providing traditional 4Cs grading for
laboratory-grown diamonds and adopted a descriptive rating system. Submitted
samples receive only broad evaluations as "Premium" or
"Standard," with those of excessively low quality receiving no grade.
In August, GIA announced that it would implement an assessment service for
laboratory-grown diamonds starting in October. These measures clarify the
essential differences between natural diamonds and laboratory-grown diamonds in
terms of attributes and value, providing a solid foundation for the
standardized and healthy development of the natural diamond industry.
In
addition to the exhibition, De Beers Group also organized a visit for media and
influencers at De Beers London flagship store, allowing them to experience the
artistic transformation of natural diamonds from rough stones to exquisite
jewellery. This visit immersed guests in the innovative interpretation of
natural diamonds in contemporary fashion. It was not merely a product showcase
but a vivid demonstration of De Beers Group's "Building Forever" comitmment at the retail level. From traceable natural diamond
sources to sustainable craftsmanship, design, and polishing, every step
reflects the Group's firm commitment to sustainable development. Through
offline experiences, jewellery try-ons, and in-depth sharing, the guests
further deepened their emotional connection and value recognition of natural
diamonds.
With
the brand philosophy "A Diamond is Forever," De Beers Group not only
highlighted the enduring demand and broad prospects of natural diamonds in the
global market at Jewellery & Gem WORLD, but also vividly demonstrated
differentiated value through its Desert Diamonds, reflecting a deep integration
with its "Origins". Through immersive experiences and in-depth
interactions, the Group presented an unforgettable natural diamond journey for
industry partners and the public, further advancing the education about natural
diamons. Looking ahead, De Beers Group will continue
to collaborate with all parties to lead the natural diamond industry toward a
more transparent and sustainable future, allowing natural diamonds to shine
even brighter amidst the interplay of technology, art, and culture, and to
continue writing the moving legend of this era.