Editor’s Note
This article highlights the launch of De Beers’ “Desert Diamonds” collection, showcasing natural stones with unique colour gradients. The collection’s inspiration from geological landscapes underscores a growing trend in jewellery that connects luxury with natural history.
At this year’s Jewellery & Gem WORLD in Hong Kong, De Beers Group introduced “Desert Diamonds” — natural stones with soft colour gradients shifting from warm white to champagne and amber.
Inspired by the landscapes where many diamonds are born, the collection captures the quiet drama of the desert and its geological beauty. The launch drew strong attention from industry leaders and jewellery enthusiasts alike.
Beyond their striking look, Desert Diamonds reflect De Beers’ aim to celebrate authenticity and heritage while connecting with a new generation of consumers. Through thoughtful design and storytelling, visitors were encouraged to see not just craftsmanship, but meaning — a deeper appreciation of where each gem comes from and what it represents.
De Beers also used the event to spotlight its “Origin” diamond traceability programme, which promotes ethical sourcing and transparency across the supply chain.
Senior executives, including Paul Rowley, Executive Vice President of Diamond Trading, and Feriel Zerouki, Chief Trade and Industry Officer, met with industry guests to discuss future trends and reinforce the values of rarity, responsibility, and authenticity that underpin natural diamonds.
Blending natural beauty with narrative-driven design, the Desert Diamonds initiative deepens consumer engagement and redefines the appeal of natural diamonds beyond traditional symbolism — highlighting their emotional significance and enduring value.
Partnerships remain at the heart of De Beers’ strategy. Its collaboration with the Gemological Institute of America (GIA) strengthens the distinction between natural and lab-grown diamonds through updated grading standards. Together, they promote greater transparency and support the healthy growth of the diamond market.
Beyond the exhibition, De Beers hosted workshops and an exclusive visit to its London flagship store, where media and influencers followed the journey of a diamond from rough stone to finished jewellery. The experience highlighted the company’s commitment to sustainability at every stage of production — from sourcing to design.
Guided by its enduring philosophy, “A Diamond is Forever,” De Beers used Jewellery & Gem WORLD to reaffirm the lasting appeal of natural diamonds. By combining technology, artistry and storytelling, the company continues to lead the industry towards a transparent and sustainable future — ensuring natural diamonds remain powerful symbols of heritage and aspiration.