In a move to strengthen both category appeal and the value proposition of its own polished diamond supply, De Beers Group unveiled two major downstream initiatives at the annual JCK Las Vegas Show — the world’s largest jewellery industry event.
The company introduced Ombré Desert Diamonds, its first new beacon jewellery concept in over ten years, and formally launched Origin, De Beers Group, a branded polished diamond programme designed to connect consumers with the stories behind De Beers-sourced stones.
The launches underscore De Beers’ rapid progress in delivering on key elements of its Origins strategy, announced in 2024, as well as its ongoing investment in driving demand for natural diamonds.
Ombré Desert Diamonds: A Fresh Category Story
The new Ombré Desert Diamonds beacon concept draws creative inspiration from the desert landscapes where many natural diamonds are formed. These environments bring to life a rich spectrum of colour — from warm whites through champagne tones to deep amber hues.
Designed to evoke the rarity and authenticity of natural diamonds, the beacon introduces a new emotionally resonant retail proposition. De Beers unveiled multi-stone ombré jewellery designs as part of the concept at JCK, with retailers across the trade invited to participate in the programme.
To support the launch, De Beers is investing in significant media and digital campaigns to drive consumer demand at point of sale, and will provide marketing collateral to all beacon participants.
The company’s beacon strategy has previously included enduring category drivers such as the eternity ring and three-stone ring. Like these, the Ombré Desert Diamonds beacon is intended to stimulate desire and drive new energy into the natural diamond jewellery market.
Origin: Bringing Provenance to Life
In tandem with the new beacon, De Beers formally launched Origin, De Beers Group — first previewed at JCK 2024.
The Origin programme enables retailers to present loose polished diamonds from De Beers with enhanced storytelling around provenance and value chain transparency. Using the Tracr blockchain platform, consumers can access verified information on their diamond’s country of origin and full journey through the supply chain.
Buyers will also be able to view their diamond’s rarity score and learn about social impact programmes supported through its purchase.
Through Origin, De Beers aims to enhance consumer engagement by enabling deeper personal connection with each diamond and by reinforcing the ethical provenance of De Beers-sourced stones.
Retailers will have access to advanced digital tools to bring this storytelling to life — adding a strong differentiator at a time when transparency and traceability are increasingly valued by jewellery consumers.
Al Cook, CEO of De Beers Group, said:
“One year on from announcing our Origins strategy, we have made fast and meaningful progress in delivering our vision. We have met every target that we announced back in 2024. Every part of De Beers is evolving to create lasting value, benefitting shareholders, the industry and consumers.”
“The launch of our first beacon in over a decade marks an exciting new era in showcasing the magic of natural diamonds, while Origin, De Beers Group connects people with the powerful stories behind natural diamonds – the communities they help support, the landscapes they come from, and the meaningful impact they create. With innovation across the value chain – from provenance to synthetic diamond technology – De Beers is reinforcing its leadership in an evolving marketplace.”
Origins Strategy Progress and Sustainability Focus
At its JCK keynote, De Beers also shared further progress on the delivery of its Origins strategy priorities.
Upstream, the company announced that it has now completed airborne geophysical surveying in Angola — a key milestone in its exploration programme.
In the midstream, De Beers is accelerating its focus on traceability. Earlier this year, the group introduced single country of origin data on the Tracr platform and launched the DiamondProof traceability solution in US retail stores.
Meanwhile, in the synthetic space, De Beers announced the first production of technology diamonds at its Element Six Oregon Centre — a key achievement in the centre’s $130 million investment in synthetic diamond technology for industrial use. This follows the group’s decision to exit the Lightbox lab-grown diamond jewellery business and refocus its synthetic efforts on industrial applications.
Building Forever: Advancing Renewable Energy
De Beers also reiterated its commitment to sustainability, aligned with its Building Forever programme. The group announced new progress on renewable energy adoption across its global operations.
Key milestones include Namdeb’s partnership with Namibia’s NamPower and Debswana’s collaboration with Botswana Power Corporation, aimed at increasing renewable energy integration.
In South Africa, De Beers confirmed that Envusa Energy has commissioned renewable energy projects that will supply power to the Venetia Mine from 2026 onwards.
Driving Consumer Desire and Industry Leadership
The launches of Ombré Desert Diamonds and Origin, De Beers Group reflect De Beers’ multi-pronged strategy to drive fresh consumer desire for natural diamonds and deepen retailer differentiation in a competitive market.
By combining new category drivers with provenance storytelling and blockchain-backed transparency, De Beers is positioning itself — and its polished diamond partners — to lead the next chapter of growth for natural diamonds.
