Editor’s Note
This article details De Beers Group’s showcase of its ‘Gradient Desert Diamonds’ and its broader ‘Diamond Provenance’ strategy at a major Hong Kong trade fair. The focus is on the company’s commitment to differentiated value and enhanced traceability within the natural diamond sector.
From September 17 to 19, 2025, the globally leading diamond company De Beers Group presented the unparalleled and unique charm of its ‘Desert Diamonds’ gradient desert-themed natural diamonds (hereinafter referred to as ‘Gradient Desert Diamonds’) at the Hong Kong Jewellery & Gem Fair. During the event, De Beers Group highlighted its differentiated value and its ‘Diamond Provenance’ strategy and initiatives, fully demonstrating its firm commitment to boosting demand for natural diamonds.
At the De Beers Group’s meticulously designed Show & Tell event, experts from the group’s ‘Origin, De Beers Group’ natural diamond provenance initiative, diamond research institutes, and science and technology departments gathered to showcase the group’s cutting-edge achievements in innovative technologies and applications related to diamond provenance and professional testing and identification.
Additionally, consumers can access more information about their purchased diamond, including a scarcity rating and the positive social impact projects the diamond supports. This initiative not only provides consumers with the opportunity to purchase natural diamonds mined by De Beers Group but also offers comprehensive assurance, thereby highlighting the core advantage of ethical provenance within its overall marketing strategy.
De Beers Group’s Gradient Desert Diamonds, with their delicate color transition from warm white to champagne and amber, displayed rich and harmonious visual layers, becoming a focal point of this year’s Hong Kong Jewellery & Gem Fair. These diamonds cleverly blend the rare characteristics of natural diamonds with the natural imagery of vast deserts, evoking emotional resonance with a new generation of consumers through differentiated value and reinterpreting the timeless charm and extraordinary value of natural diamonds.
During the three-day fair, De Beers Group successfully hosted multiple events including an industry breakfast, Show & Tell sessions, and a series of natural diamond roundtable forums, bringing together global industry leaders to jointly envision future trends and development directions for the natural diamond industry.
At the roundtable forum on “Diamond Value Chain: Innovation from Technology to Customer Experience,” Wesley Tucker, CEO of Tracr, shared customer engagement strategies centered on technological evolution, focusing on topics such as driving future growth in the natural diamond industry and illuminating fast-growing markets like China.
Lynn Serfaty, General Manager of Natural Diamonds at De Beers Group, and Loletta Lai, Vice President of Natural Diamond Marketing for Asia Pacific at De Beers Group, delved into the theme “Unlocking the Greater China Market: Opportunities and Challenges for the Natural Diamond Industry,” analyzing consumption trends and behavioral shifts in the Chinese market and sharing strategic insights on continuously meeting the needs of the new generation of consumers to stimulate long-term desire for natural diamonds.
For many years, De Beers Group has consistently collaborated with various partners to jointly promote the sustainable development of the natural diamond industry. During the fair, the group invited media and key opinion leaders to visit the Gemological Institute of America (GIA) exhibition booth and participate in a natural diamond workshop experience, guiding guests to explore the timeless charm and value of natural diamonds comprehensively.
It is noteworthy that starting in June of this year, GIA ceased providing traditional 4Cs grading for laboratory-grown diamonds, instead adopting a descriptive rating system where submitted samples receive only a general evaluation of “Excellent” or “Good,” with samples of excessively low quality not being graded. In August, GIA announced it would implement a color assessment service for lab-grown diamonds starting in October. These measures clarify the fundamental differences in attributes and value between natural and lab-grown diamonds, providing solid safeguards for the standardized and healthy development of natural diamonds.
Guided by the brand philosophy “A Diamond is Forever,” De Beers Group not only demonstrated the sustained demand and broad prospects for natural diamonds in the global market at the Hong Kong Jewellery & Gem Fair but also vividly illustrated the deep integration of differentiated value and the “Diamond Provenance” strategy through the Gradient Desert Diamonds. Through immersive experiences and deep interactions, the group presented an unforgettable natural diamond journey for industry partners and the public, further advancing the deepening of natural diamond category education. Looking ahead, De Beers Group will continue to collaborate with all parties to lead the natural diamond industry towards a more transparent and sustainable future, allowing natural diamonds to shine even more brilliantly at the intersection of technology, art, and culture, continuing to write the moving legend of this era.