De Beers and GemFair Release New Diamond-Jewelry Collection

De Beers London and the GemFair program have collaborated to launch an artisanal-mined diamond collection.

The 12-piece capsule jewelry collection is a series of designs that combine rough and polished GemFair diamonds, De Beers said last week. The companies handcrafted the polished stones exclusively for the line, while the rough diamonds remain “as nature intended,” the miner added.

GemFair, a pioneering sourcing initiative De Beers established to support artisanal diamond miners by offering fair value purchasing, practical training and a traceable route to the market, has designed a program to help formalize the artisanal and small-scale diamond mining (ASM) sector. It is now also a registered supplier to luxury brand De Beers London for upcoming rollouts.

“We’re proud to be the first jeweler to launch a collection featuring GemFair ethically sourced diamonds, bringing not just their beauty but also the powerful story of artisanal miners to our clients,” said De Beers London CEO Emmanuelle Nodale. “By introducing both rough and polished diamonds within the same creation, we offer a rare and tangible connection to each diamond’s path…. These pieces carry not only the beauty of the diamond itself, but also the human stories behind it — stories of pride, opportunity and meaningful impact for artisanal mining communities.”

De Beers debuted GemFair in Sierra Leone in 2018 to promote transparency for artisanal miners, which it said created 10% of diamond production by value. Since 2020, the program has transformed around 160 deserted mine pits into agriculture, supported local communities with food, and provided alternative livelihood opportunities, the miner commented.

Image: The new Gemfair collaboration designs. (De Beers)