At JCK Las Vegas 2025, De Beers Group unveiled two significant initiatives aimed at reigniting interest in natural diamonds and increasing transparency across the diamond supply chain.
Returning with a new signature product after more than a decade, De Beers introduced Ombré Desert Diamonds—a jewellery line inspired by desert hues, highlighting the natural colour gradient of diamonds from soft whites to rich ambers. This collection is designed to rekindle emotional connections between consumers and the rarity of natural diamonds. Retailers involved will receive robust marketing and digital campaign support to drive store traffic and sales.
De Beers also launched Origin, a branded polished diamond initiative that enables consumers to trace the full journey of their diamond via Tracr, the company’s blockchain platform. Through Origin, customers can view detailed provenance, rarity metrics, and social impact stories associated with each stone—catering to the growing demand for ethically sourced and transparent products.
Commenting on the launches, De Beers CEO Al Cook said, “With advancements in provenance tracking and synthetic technology, De Beers is reaffirming its leadership in the dynamic diamond industry.”
The company also shared progress on its broader Origins strategy, including airborne exploration success in Angola, enhanced Tracr data capabilities, and the debut of DiamondProof in the U.S.
Additionally, De Beers emphasized its continued sustainability efforts, highlighting renewable energy projects in Namibia, Botswana, and South Africa—core to its Building Forever vision.