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De Beers and GemFair Launch Ethical Diamond Jewelry Collection

In a groundbreaking collaboration, De Beers Group has partnered with GemFair to introduce an exclusive capsule jewelry collection featuring artisanal diamonds that have been ethically sourced. This marks a significant milestone as it is the first time consumers can experience the beauty of these unique diamonds, known for their traceability and the positive impact they bring to mining communities.

GemFair is an innovative initiative aimed at enhancing the lives of artisanal and small-scale miners by providing them with fair purchasing options and training to improve their mining practices. The program ensures diamonds can be traced from their origin in the mine to the final consumer. This initiative aligns with De Beers’ commitment to Building Forever, which focuses on sustainable practices and positive community impacts.

The capsule collection consists of twelve exquisite pieces of jewelry that beautifully blend rough and polished diamonds from GemFair. These pieces embody a remarkable transformation journey, where the raw, natural beauty of diamonds meets exquisite craftsmanship. The collection ranges from 'Toi Moi' rings to the 'Modern Lines' set, each piece reflecting the dialogue between nature’s artistry and human skill.

Celebrating Artisanal Mining

Emmanuelle Nodale, CEO of De Beers London, emphasizes the importance of this collection, stating, “We’re proud to introduce the powerful stories behind these diamonds to our clients. The combination of rough and polished diamonds offers a rare connection to their journey — from riverbed discoveries to elegant jewels. Each piece not only represents beauty but also the pride and opportunity of the artisanal mining communities involved.”

GemFair was launched in 2018 in Sierra Leone, a decision rooted in the country’s efforts to formalize artisanal mining and in light of its rich diamond history. The program has made significant strides, currently involving over 500 mine sites and directly supporting around 7,000 people while providing opportunities for sustainable livelihoods beyond mining.

Steve Allan, Head of GemFair, elaborates, “This collaboration with De Beers London signifies a notable achievement for GemFair. Our diamonds now find their place within refined jewelry, telling the stories of artisanal miners and reflecting their transformative journey.”

A Sustainable Future

The impact of this initiative extends beyond economic aspects; it includes ecological and social dimensions. For instance, GemFair has developed a program to restore former mining sites into agricultural land, enhancing food security in local communities. The initiative also reflects De Beers’ ongoing commitment to sustainability, ensuring that luxury items can be both beautiful and responsible.

Sandrine Conseiller, CEO of De Beers Brands, articulates the evolving definition of luxury within the modern context, stating, “Today’s luxury is not just about crafted perfection but also the ethical considerations behind it. GemFair plays an essential role in reviving and respecting artisanal mining, thus creating a marketplace that values the stories of its producers.”

The collection, which is now available, not only provides a unique opportunity for consumers to own a piece of art reflecting the earth's raw beauty but also empowers the communities that extract this beauty from the ground. GemFair and De Beers are proving that diamonds can indeed be forever, not just in terms of their longevity but through their positive impact on people and the planet.

For more information about the collection, visit GemFair.

About De Beers Group

Founded in 1888, De Beers Group stands as the preeminent diamond company globally, engaged in exploration, mining, marketing, and retailing of diamonds. Committed to sustainability and ethical practices, De Beers continues to innovate in the diamond value chain, from mine to market.