De Beers launches Ombré Desert Diamonds and Origin model

De Beers Group has unveiled its first beacon jewelry idea, Ombré Desert Diamonds, and a brand new model, Origin, on the annual JCK Las Vegas Present. 

The Ombre Desert Diamonds is impressed by desert landscapes the place many pure diamonds are discovered, and options heat white, champagne and amber tones in multi-stone ombré designs. It goals to evoke the wonder and rarity of pure diamonds and renew shopper curiosity within the class.

Beacons are its category-wide advertising and marketing ideas meant to stimulate demand for pure diamonds by means of new, “emotionally resonant” design concepts. Earlier examples embody the eternity and three-stone rings.

Retailers throughout the business will be capable of take part within the Ombré Desert Diamonds programme. De Beers is backing the launch with vital funding in media and digital campaigns, and can present members with advertising and marketing supplies.

De Beers additionally formally launched a brand new branded polished diamond line, Origin, De Beers Group. Initially revealed on the 2024 version of the JCK present, the programme presents unfastened pure diamonds supported by provenance information and storytelling instruments.

Origin diamonds will include detailed details about their nation of origin, journey by means of the worth chain, rarity rating and related social affect programmes. The information is underpinned by Tracr, De Beers Group’s blockchain platform.

The corporate stated the providing would give shoppers assurance of moral provenance whereas offering retailers with instruments to spice up digital engagement.

On the present, De Beers additionally up to date attendees on different elements of its Origins technique. It reported the completion of airborne geophysical surveys in Angola, a milestone in its upstream exploration actions.

Within the midstream, the corporate stated it was intensifying efforts on traceability. This 12 months it added single-country origin information to Tracr and launched the DiamondProof verification software in US retail shops.

On artificial diamonds, De Beers introduced the primary output of know-how diamonds at its Ingredient Six Oregon Centre. The location is a part of a $130m (£96.07m) funding in industrial artificial diamond options. The replace follows De Beers’ choice to close its Lightbox lab-grown jewelry model.

Al Prepare dinner, chief govt officer of De Beers Group, stated: “One 12 months on from saying our Origins technique, now we have made quick and significant progress in delivering our imaginative and prescient. We now have met each goal that we introduced again in 2024. Each a part of De Beers is evolving to create lasting worth, benefitting shareholders, the business and shoppers. 

“The launch of our first beacon in over a decade marks an thrilling new period in showcasing the magic of pure diamonds, whereas Origin, De Beers Group connects folks with the highly effective tales behind pure diamonds – the communities they assist help, the landscapes they arrive from, and the significant affect they create. With innovation throughout the worth chain – from provenance to artificial diamond know-how – De Beers is reinforcing its management in an evolving market.”