De Beers Group introduced two major initiatives at the JCK Las Vegas Show 2025 aimed at boosting demand for natural diamonds and enhancing transparency in the diamond value chain.
Making a comeback after more than a decade, De Beers launched its new ‘beacon’ product – Ombré Desert Diamonds. Inspired by desert landscapes, the jewellery line celebrates the natural gradient of colours seen in diamonds, from warm whites to amber tones. The initiative is designed to emotionally reconnect consumers with the beauty and rarity of natural diamonds. Participating retailers will benefit from marketing support and digital campaigns to drive in-store demand.
Also unveiled was Origin, De Beers Group, a branded polished diamond offering that allows consumers to trace their diamond’s journey using the Tracr blockchain. Through Origin, buyers can access detailed provenance data, a rarity score, and social impact insights linked to their specific diamond. The programme is aimed at retailers seeking to offer ethically sourced diamonds with compelling narratives.
De Beers CEO Al Cook noted, “With innovation across the value chain – from provenance to synthetic diamond technology – De Beers is reinforcing its leadership in an evolving marketplace.”
The company also provided updates on its broader Origins strategy, including successful airborne surveys in Angola, the rollout of country-of-origin data via Tracr, and the launch of DiamondProof in the US.
In addition, De Beers reaffirmed its commitment to sustainability through renewable energy initiatives in Namibia, Botswana, and South Africa, aligning with its Building Forever goals.