Editor’s Note
De Beers Group is launching new downstream initiatives to boost consumer demand for natural diamonds and emphasize the unique value of its cut stones. This strategy aims to strengthen the natural diamond market amid evolving consumer preferences.
De Beers Group has recently announced new downstream strategic initiatives aimed at stimulating consumer demand for natural diamonds and highlighting the unique differentiated value of cut natural diamonds sourced from De Beers Group.
At the JCK Las Vegas jewelry and watch exhibition, De Beers Group introduced its first “beacon” jewelry concept product in a decade. “Ombré Desert Diamonds” draws inspiration from the desert geological wonders where diamonds are born, perfectly presenting a rich color gradient from warm white to champagne and amber. It cleverly blends the rarity of natural diamonds with natural imagery to evoke emotional resonance in an innovative way, redefining the timeless charm and extraordinary value of natural diamonds.
Simultaneously, the “Origin, De Beers Group” program was officially launched. First announced at the 2024 JCK show, this is a new diamond product system designed to empower retailers to vividly tell the unique story of De Beers Group natural diamonds to consumers, deepening the emotional connection between the diamond and the wearer. The “Origin” program leverages the Tracr blockchain platform, enabling consumers to explore the origin and complete supply chain path of each De Beers Group diamond. Additionally, consumers can access more information about their purchased diamond, including a scarcity rating and the positive social impact projects the diamond supports.
In its keynote speech at JCK, De Beers Group also shared the latest progress in other key areas of its “Origins Strategy.”
In the upstream business, De Beers Group showcased the latest developments in its asset portfolio, including the successful completion of aerial geophysical surveys in Angola, marking a significant milestone in its exploration activities.
In the midstream business, De Beers Group reaffirmed its commitment to traceability. Earlier this year, the group announced that the Tracr platform launched single-country-of-origin data labeling, and the innovative diamond identification device DiamondProof for the retail end has also landed in US stores.
In the industrial-grade synthetic diamond field, De Beers Group announced that its subsidiary Element Six successfully produced “tech diamonds” for the first time at its US Oregon center.
Al Cook, CEO of De Beers Group, stated.
Furthermore, De Beers Group reaffirmed its commitment to sustainability, continuing to advance its “Building Forever” sustainability strategy. Recently, De Beers Group promoted the integration of renewable energy into its operations through partnerships with NamPower in Namibia (Namdeb) and the Botswana Power Corporation in Botswana (Debswana). Additionally, Envusa Energy in South Africa has been officially launched, planning to supply power to the Venetia mine in South Africa from 2026.