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De Beers Group has released its 2024 sustainability report, outlining its initiatives and progress in the areas of environmental protection, climate action, and more broadly, its contributions to societal and human issues within the ecosystems of mining countries. Precise figures highlight the results of ongoing actions and new goals in strategic areas such as reducing […]
In April, Natural Diamond Council launched the Diamond Learning Center, a free, not-for-profit educational platform accessible at www.diamondlearningcenter.org. Its main objective is to train jewelry sales teams, so they are better informed, inspired and able to clearly explain to their customers the differences between natural diamonds, lab-grown diamonds and fakes. The Diamond Learning Center is […]
Diamond analyst Avi Krawitz explores how the natural diamond industry is regrouping and stepping up its marketing game. From global campaigns to retailer partnerships, the trade is rallying around a shared goal: to reshape consumer perception and restore the sparkle to natural diamonds. The natural diamond industry is intensifying its marketing efforts in a bid to reclaim […]
It will quit assigning the stones specific color and clarity grades in favor of applying “new descriptive terminology.” Starting later this year, GIA will change its approach to lab-grown diamonds once again, abandoning the use of specific color and clarity grades for the stones in favor of assigning them to one of two categories, “premium” […]
Companies are leveraging nanotech, blockchain, machine learning, and more to make stones easier to track. In the past, jewelry clients would rank authenticity, value, durability and rarity as essential qualities when deciding on a diamond or gemstone, with mine-to-market traceability being desirable but not vital. Fast forward to 2025, and many customers now consider a […]
De Beers has earmarked its highest category-marketing spend in 10 years to promote natural diamonds and drive demand. The miner did not specify the amount, but it noted in a letter to shareholders last week that it planned to match any country’s natural-diamond marketing contributions for this year and invited proposals. The company is already working […]
After interviewing De Beers VP Feriel Zerouki about the GemFair program last January, Rubel & Ménasché’s La Lettre unveils another facet of the De Beers Group’s commitments, Okavango Eternal. Biodiversity protection, economic development, education and information are all part of long-term actions. As full stakeholders in these projects, local communities are the primary beneficiaries. Preserving […]
The device, developed by De Beers Group, rapidly and reliably distinguishes natural diamonds from non-natural diamonds, such as laboratory-grown diamonds and diamond simulants, helping to underpin consumer confidence De Beers Group today announced that its innovative retail-facing diamond verification device, DiamondProof, has landed in select retail stores for the first time, giving consumers the ability […]
Raluca Anghel, the Natural Diamond Council’s Head of External Affairs and Industry Relations, dives into the latest legislative updates shaping the jewellery and watch industry. The UK Advertising Standards Authority has tightened rules on environmental claims in ads, aligning with the 2021 Green Claims Code. Advertisers must ensure claims are truthful, clear, and substantiated, avoiding […]
Botswana will establish a certification point for rough diamonds entering Group of Seven (G7) countries next year, authorities announced Wednesday, with discussions underway for additional nodes in Namibia and Angola. The development follows widespread opposition to a plan for Antwerp to be a “single node” through which all rough destined for G7 markets would pass […]
Speaking at the conclusion of the 2024 Kimberley Process (KP) Plenary, World Diamond Council (WDC) President Feriel Zerouki commended significant advancements in the KP’s modernization efforts. Driven by the WDC’s commitment to improving transparency and traceability in the diamond trade, at this year’s Plenary session the UAE showcased its pilot for QR-coded secure digital certificates. […]
It is partnering with retailer Tanishq on educating salespeople, shaping the in-store experience, and a “360-degree” marketing campaign. Mumbai, India—With diamond jewelry demand facing headwinds in both the United States and China, De Beers Group is turning to another market to bolster demand, and it is partnering with the country’s largest jeweler to do it. […]