【Hong Kong, C】From the Earth’s Core to Your Fingertip: De Beers Group’s New Narrative of Eternal Value

“China is a crucial part of our global strategy. We will continue to collaborate with all sectors across the industry’s upstream, midstream, and downstream, helping more consumers recognize the rare qualities of natural diamonds and more deeply appreciate the eternal emotions and generational significance they carry through in-depth market education and communication.” This point was repeatedly emphasized by Paul Rowley, Executive Vice President of Diamond Trading at De Beers Group, at last month’s Hong Kong Jewellery & Gem Fair.
Behind this commitment lies De Beers Group’s profound heritage as an industry leader and its long-term strategic vision. The group is combining over a century of industry experience with deep market insights to infuse new meaning into the classic slogan “A Diamond is Forever.” Leveraging technological innovation, it continuously expands the emotional resonance and contemporary value of natural diamonds, allowing each stone to transcend its physical properties and achieve eternity through emotional connection.

During a roundtable forum at the fair, guests including Lynn Serfaty, General Manager of Natural Diamonds at De Beers Group, delved into the theme “Unlocking the Greater China Market: Opportunities and Challenges for the Natural Diamond Industry.” They analyzed consumption trends and behavioral shifts in the Chinese market and shared strategic insights on continuously meeting the needs of the new generation of consumers to stimulate long-term desire for natural diamonds.

Serfaty pointed out that China is one of the world’s earliest recorded users of diamonds. The Jin Dynasty text “Qiju Zhu” records: “In the third year of Xianning, Dunhuang presented ‘jingang,’ which is found within raw gold, cannot be worn away even after a hundred washings, can cut jade, and comes from Tianzhu.” The term “jingang” here refers to uncut, rough diamonds.

Serfaty emphasized.

Over the past year, De Beers Group has engaged in deep collaboration around the three strategic pillars for natural diamonds: Defend, Differentiate, and Desire. On the “Defend” front, a joint social media campaign with leading domestic jewelry retailer Chow Tai Fook drove a more than 300% increase in mentions related to “natural diamonds,” reducing consumer misconceptions. For “Differentiate,” De Beers provided systematic training for Chow Tai Fook staff nationwide, empowering the retail team. In terms of “Desire,” related marketing activities achieved 90 million impressions, equivalent to $3.5 million in PR value.
Serfaty stated that over the next three to five years, the company will continue to deepen these three strategies. “Defend” will be a long-term effort, continuously communicating the value of natural diamonds to young consumers, primarily Gen Z and Millennials, via social media. “Differentiate” will focus on unique new products like “Desert Diamonds” with their gradient colors, connecting with young consumers through a “natural” narrative to broaden consumer perception. “Desire” plans to collaborate with authoritative institutions to let consumers more intuitively feel the charm of diamonds, transforming abstract value into touching, real moments.

Serfaty revealed that in 2026, De Beers Group will also host a natural diamond-themed art exhibition in China, cleverly integrating elements of light, shadow, space, and music into an aesthetic feast featuring natural diamonds.

Serfaty said.

During the jewelry fair, experts from De Beers Group’s “Origin by De Beers” natural diamond provenance program, diamond research institutes, and science and technology departments gathered to showcase the group’s innovative technologies and cutting-edge applications in diamond traceability, professional testing, and identification.
“Origin by De Beers” is a new diamond product system launched by De Beers Group. Relying on the Tracr blockchain platform, this system allows consumers to explore the origin and supply chain path of each De Beers Group diamond. It also empowers retailers, helping them vividly tell the unique story of natural diamonds and deepen the emotional connection between the diamond and its wearer.
Furthermore, consumers can access more information about their purchased natural diamond, including a scarcity rating and the positive social impact projects the diamond supports. This program not only provides consumers with the opportunity to purchase natural diamonds mined by De Beers Group but also offers comprehensive assurance, highlighting the core advantage of ethical provenance within its overall marketing strategy.
The Tracr platform launched a development version as early as 2018 and was named by Forbes as one of the world’s top 50 leading blockchain solutions in 2020 and 2022. Since Tracr opened to the entire natural diamond industry, the platform has registered 4 million rough diamonds.

said Wesley Tucker, CEO of Tracr, in an interview.

Tucker said. “In the future, as more companies and professional institutions join, Tracr is expected to become the digital infrastructure connecting the entire diamond ecosystem, further promoting industry transparency and sustainable development.”

As a leading diamond company, De Beers Group has established three “Building Forever” strategic pillars: “Livelihoods,” “Climate,” and “Nature,” striving to ensure every natural diamond brings a positive impact to its communities of origin and the environment.
De Beers Group’s 2024 Sustainability Report shows that last year, the group contributed $2.9 billion in taxes and economic benefits to partner countries and created 21,644 direct jobs.
Additionally, De Beers Group’s 2024 community investments shifted from the traditional “charitable donation” model towards “empowerment-based development.” Through the “EntrepenHer” program, the group supported over 3,100 women entrepreneurs (1,500 new in 2024) and successfully piloted microfinance in Namibia. Between 2019 and 2024, the “GirlEng” project has benefited 6,559 African girls in total. This project focuses on STEM (Science, Technology, Engineering, and Mathematics) education, aiming to help alleviate the technical talent gap in Southern Africa.
On climate, De Beers Group actively takes action through investment, innovation, and collaboration to minimize its carbon footprint and help address the global climate crisis. Data shows that compared to 2021, the group reduced its greenhouse gas (Scope 1 and 2) emissions by 7% last year, with a target to reduce emissions by 42% by 2030. Through a partnership with Envusa Energy, the Venetia mine is expected to achieve 100% renewable energy supply by 2026.
De Beers Group’s practices in nature conservation reflect a synergistic logic of “Mine-Protect-Regenerate.” The group currently manages and protects approximately 151,750 hectares of land, providing natural habitats for 15 endangered species. Through a strategy of “source reduction + process reuse,” it achieved a 1% reduction in freshwater use and a 71% recycling rate. Furthermore, the group collaborates with National Geographic to advance the “Okavango Eternal” program, having completed surveys of 1.2 million hectares of watershed to date and supporting 1,500 livelihood projects such as beekeeping and regenerative agriculture.
From cultural resonance to technological traceability, from deep market cultivation to sustainable development, De Beers Group has constructed a complete value loop, making natural diamonds a link connecting consumer emotion, cultural heritage, technological innovation, and a sustainable future.
When consumers choose a natural diamond, they acquire not just a precious piece of jewelry, but a story that can be passed down, a traceable peace of mind, and a commitment to participating in building a better future.
And this, perhaps, is the true meaning of “A Diamond is Forever.”