De Beers Group has introduced a new jewelry initiative as well as a branded polished-diamond line aimed at increasing consumer demand for natural diamonds and reinforcing their provenance.
The company announced its Ombré Desert Diamonds concept and formally launched the Origin, De Beers Group program during the JCK Las Vegas show late last week, marking the first “beacon” product the miner has introduced in more than a decade.
Inspired by desert landscapes, the Ombré Desert Diamonds line features multi-stone jewelry in warm, neutral hues and will be supported by a media push and retailer-accessible marketing materials. A beacon item involves a marketing framework designed to spur category-wide growth.
Origin, De Beers Group is a polished-diamond offering focused on transparency and storytelling. Consumers purchasing Origin diamonds will be able to trace the stone’s country of origin and production history through the Tracr blockchain platform. Information about each diamond’s rarity and related social-impact programs will also be accessible.
The company will provide retailers with digital tools to enhance customer engagement and differentiate De Beers-sourced goods in a crowded market, it said. The Origin program, first previewed in 2024, is now live across participating retailers.
“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,” said De Beers CEO Al Cook.
De Beers also updated progress on its broader “Origins” strategy, highlighting completion of geophysical surveys in Angola and enhanced traceability tools in the midstream. In the synthetics segment, the miner announced its Element Six division had begun producing technology-grade diamonds at the facility in Portland, Oregon, following the planned wind-down of its Lightbox jewelry brand.
Image: De Beers CEO Al Cook making the announcement at the JCK Las Vegas show. (De Beers)
