4th October 2025, Kathmandu
The global jewellery industry witnessed a landmark moment in transparency and innovation as De Beers Group, the world’s leading diamond company, showcased its future-focused strategy at the Jewellery & Gem WORLD (JGW) 2025 in September.
De Beers Group Dazzles JGW 2025
The three-day event was headlined by the dazzling global unveiling of “Desert Diamonds” and a clear, unwavering commitment to enhancing trust and consumer connection through its new “Origin” traceability platform.
By focusing on the core attributes of natural diamonds’ rarity, value, and heritage, De Beers is igniting desire and confidence among a new generation of conscious consumers in critical growth markets like China.
Introducing ‘Desert Diamonds’: Nature’s Gradient of Colour
The star of the De Beers exhibition was the breathtaking “Desert Diamonds” initiative. This new collection captivated visitors with its delicate gradient of natural colour, moving seamlessly from warm white to champagne and rich amber hues.
Inspired by the vast, geological wonders of the desert—the very birthplace of natural diamonds—this collection is more than a fashion statement. It’s a strategic move to re-interpret the enduring allure of natural diamonds by offering a differentiated, authentic value.
Key Appeal: The unique colour spectrum evokes an emotional resonance, providing consumers with a truly individual, characterful diamond that speaks to their desire for authenticity and connection to nature.
Strategic Importance: As explained by Lynn Serfaty, General Manager of Natural Diamond Category Marketing, Desert Diamonds serve as a new ‘beacon’ product designed to galvanize the entire industry, reinforcing the rarity and natural beauty of the gemstone category.
Traceability and Trust: The ‘Origin’ Strategy
Central to the De Beers presentation at JGW 2025 was the accelerated rollout of the “Origin” traceability program. In an era where consumers demand accountability, transparency, and ethical sourcing, “Origin” is the definitive answer, providing comprehensive assurance for every De Beers diamond.
Powered by Tracr: The “Origin” program is built on Tracr, the Group’s cutting-edge blockchain technology platform. As Wesley Tucker, CEO of Tracr, highlighted at the Natural Diamond Leadership Forum, Tracr ensures the origin and full supply chain journey of every natural diamond is digitally recorded and accessible.
Enhanced Consumer Experience: Retailers can use “Origin” to share the unique story behind each stone, including its rarity rating and details about the social impact programs (part of the “Building Forever” sustainability commitment) that the purchase supports. This deepens the emotional connection between the diamond and the wearer, transforming a purchase into a confident, value-aligned choice.
Future-Proofing the Industry: Focus on China and Market Clarity
De Beers Group executives, including Paul Rowley, Executive Vice-President, Diamond Trading, reaffirmed their commitment to global collaboration and market education, specifically citing China as a crucial market for future growth.
The message was clear: through initiatives like “Origin” and “Building Forever,” De Beers is actively working with partners to:
Reinforce Core Value: Consistently communicate the intrinsic, long-term value and heritage of natural diamonds.
Align with New Consumers: Cater to the new generation’s desire for authenticity, sustainability, and personalized experiences, moving beyond traditional bridal associations to self-expression and gifting.
Furthermore, the exhibition highlighted the vital role of industry partners like the Gemological Institute of America (GIA).
The GIA’s recent shift to a descriptive-only rating system for laboratory-grown diamonds (LGDs) and the cessation of traditional 4Cs grading for these products serve to clarify the fundamental differences in attributes and value between natural and factory-made diamonds, providing a solid foundation for the standardized and healthy development of the natural diamond industry.
De Beers Group’s strong showing at JGW 2025 showcased a powerful combination of product innovation (Desert Diamonds) and digital assurance (Origin/Tracr).
By weaving sustainability, provenance, and emotional storytelling into every facet of their strategy, the company is ensuring that the enduring promise of “A Diamond is Forever” continues to shine brightly for generations to come.
For more: De Beers Group Dazzles JGW 2025