De Beers Group has announced a collaboration between GemFair, its programme supporting the formalisation of the artisanal and small-scale diamond mining sector, and luxury jewellery brand De Beers London, marking the first time GemFair diamonds feature in finished jewellery.
The capsule collection brings GemFair’s ethically sourced, artisanal-mined diamonds directly to consumers. GemFair provides fair value purchasing, training to improve mining and working practices, and a formal, traceable route to market. Using proprietary digital tools and third-party verification, eligible diamonds can be traced from mine site to market.
The collection comprises 12 unique pieces that combine rough and polished GemFair diamonds. Individually selected stones highlight the contrast between diamonds in their natural state and those shaped through craftsmanship. Designs include Toi & Moi rings and pieces from the Modern Lines set, reflecting both origin and artistry.
Beyond this launch, GemFair has become a registered supplier to De Beers London for future collections after meeting the brand’s quality and responsible sourcing standards. The partnership strengthens the link between artisanal miners, traceable sourcing and finished jewellery.
GemFair was launched by De Beers Group in 2018 in Sierra Leone’s Kono region. Artisanal mining accounts for around 10% of global diamond supply by value and supports millions of livelihoods worldwide. Today, more than 500 mine sites participate in GemFair, supporting about 7,000 direct livelihoods. The programme has purchased over 20,000 diamonds and carried out more than 5,700 compliance visits.
GemFair also focuses on post-mining land rehabilitation. Since 2020, it has converted nearly 160 abandoned mine pits to agricultural use and distributed over 1,000 kg of seedlings to support food security and alternative livelihoods.