JB Insights
De Beers Group delivers progress with sustainability and provenance initiatives, supporting enhanced confidence in De Beers-sourced diamonds
De Beers, believes a diamond’s journey should be as meaningful as its beauty. That’s why sustainability is embedded in everything they do – from developing renewable energy in our partner countries to advancing gender equity and supporting long-term national development.
De Beers Group today published its 2024 sustainability report, highlighting significant progress across its key focus areas of climate, livelihoods, nature and provenance. These areas were identified as the priorities for De Beers Group’s sustainability work as part of a mid-term review of the Group’s Building Forever sustainability framework initiated last year.
During the course of 2024, De Beers Group made meaningful progress in areas including emissions, safety and conservation. In addition, the business has substantially advanced its work on diamond provenance and traceability, with the blockchain-backed Tracr platform enhancing its effectiveness and scale.
With regards to its focus on climate, De Beers Group has reduced its Scope 1 and 2 emissions by 7% since 2021. The Group focused on developing renewable energy solutions in 2024, working with Envusa Energy to complete the financing of wind and solar plants in South Africa which will meet 100% of the mine’s electricity needs in 2026. De Beers Group also continued the development of the Mmadinare solar PV project in Botswana, completed its Electrification and Alternative Fuels study at Venetia, and launched alternative fuels studies at Debswana, Namdeb and Debmarine Namibia. Moreover, De Beers Group worked with its top 100 strategic partners to develop roadmaps to reduce Scope 3 emissions. De Beers Group has had its near-term emissions reduction targets validated by the Science Based Targets initiative (SBTi) and has committed to reducing absolute Scope 1 and 2 GHG emissions by 42%, and Scope 3 by 25% by 2030 (from a 2021 base year).
From a livelihoods perspective, De Beers Group made a total tax and economic contribution of $2.9bn in 2024, highlighting the socioeconomic value that responsibly sourced natural diamonds deliver. The Group also achieved its best ever safety performance, with a total recordable injury frequency rate (TRIFR) of 1.2.
Several high-impact programmes continued to drive meaningful change in host countries. Through the EntrepenHER programme, delivered in partnership with UN Women, around 500 more women were supported and the programme expanded to reach 1,500 more female entrepreneurs over the next three years, bringing the total number of women reached to more than 3,100. The Stanford SEED programme, run in collaboration with the Stanford Graduate School of Business, continued to support entrepreneurs across southern Africa and has helped create 3,400 jobs since its launch in 2018. Meanwhile, the GirlEng programme continued in partnership with WomEng and has now supported over 6,500 girls with a focus on STEM subjects since 2019.
In addition, De Beers Group developed a new 10-year Diamonds for Development Fund as part of its engagements with the Government of the Republic of Botswana for a new Debswana Sales Agreement and Mining Licences.
With respect to nature, De Beers Group managed over 375,000 acres of land for conservation purposes in 2024, ensuring the maintenance of the habitat for a range of endangered, vulnerable and threatened species. The Group relocated 10 white rhino from Botswana to South Africa as part of a rewilding project, and through the Namdeb- Debmarine Foundation partnered with conservation stakeholders to design a seabird rescue facility in Luderitz, Namibia to help prevent the extinction of the African Penguin. Furthermore, De Beers Group continued to partner with National Geographic to protect the source waters of the Okavango Delta through the Okavango Eternal programme.
Alongside the progress made with the sustainability pillars of climate, livelihoods and nature, De Beers Group delivered transformational progress with its work on provenance, advancing and scaling the Tracr blockchain platform in 2024. Nearly three million individual diamonds have been registered on the platform since 2022, with leading producers and suppliers joining the platform, including ODC and Mountain Province, thereby increasing the volume of diamonds on the platform being registered at source. Tracr has also begun providing country of origin information for all De Beers Group-sourced rough diamonds over one carat registered on the platform. In addition, Tracr is undertaking both rough-to-rough and rough-to-polished objective verification of diamonds on the platform, enhancing the levels of assurance it provides throughout the value chain.
Building on the progress delivered with sustainability and provenance, De Beers Group continues to develop consumer propositions that enable people to buy natural diamonds with assurance on their country of origin and impact on the people and places where they are discovered. This includes the launch of a new polished diamond programme called ORIGIN – De Beers Group. In recognition of the growing consumer interest in where a product has come from and the impact it has had along its journey, ORIGIN – De Beers Group enables participating retailers to access polished diamonds that have been sourced by De Beers Group, tracked through the value chain by the Tracr blockchain platform, and accompanied with rich information about each diamond’s unique journey and the meaningful impact it has delivered.
Sandrine Conseiller, CEO of Brands & Diamond Desirability at De Beers Group, said: “At De Beers, we believe a diamond’s journey should be as meaningful as its beauty. That’s why sustainability is embedded in everything we do – from developing renewable energy in our partner countries to advancing gender equity and supporting long-term national development. We’re not just powering our operations sustainably; we’re helping build infrastructure that benefits communities. We’re not just creating opportunities for women within our business; we’re unlocking potential for female students and entrepreneurs across our host nations. And through our enduring partnership with Botswana, we’re securing the future of our supply while investing in the country’s economic development and diversification. Thanks to our provenance platforms like Tracr and the consumer-facing experiences we’re building, we can share these stories with confidence.

JB Insights
From Rare to Reachable: The Changing Face of the Diamond Industry
How diamonds moved beyond tradition to become a part of everyday style, personal milestones, and modern living.
Diamonds have always been symbols of love, celebration, and timeless beauty. But the journey behind these sparkling stones has changed significantly over the years. The diamond industry today looks very different from what it once was — more open, more transparent, and more focused on the modern consumer.
How Diamonds Were Seen Earlier
In the past, diamonds followed a very traditional path. They were considered rare and special, usually bought only for weddings or major life events. The diamond industry was controlled by a few large companies, which meant limited choices and fixed perceptions around price and value.

Jewellery shopping happened mostly offline, often guided by family tradition rather than information. Buyers relied on trust, as details about quality, origin, and pricing were not always clear.
What Changed Over Time
As global markets opened up and technology improved, the diamond industry began to change. More countries entered the diamond trade, competition increased, and innovation reshaped the entire supply chain.

Diamonds slowly moved from being “rare and unreachable” to becoming more accessible. Marketing also evolved — diamonds were no longer just about marriage but also about personal milestones, style, and self-expression.
India’s Big Role in the Diamond Story
India plays a major role in today’s global diamond industry. Cities like Surat have become global centres for cutting and polishing diamonds, handling a majority of the world’s stones.

Skilled craftsmanship combined with modern technology has helped India shape diamonds worn across the world. This growth has also benefited Indian consumers, offering better designs, competitive pricing, and international-quality jewellery.
The Rise of Lab-Grown Diamonds
One of the biggest shifts in recent years has been the rise of lab-grown diamonds. These diamonds are created in controlled environments but look identical to natural diamonds.

They offer the same sparkle and certification, often at a more affordable price. Many consumers today choose lab-grown diamonds for their value, sustainability, and flexibility in design.
How Diamond Buying Feels Today
Buying diamonds today is easier and more transparent than ever before. Certifications clearly explain quality, while online and offline stores offer wide design options.

Diamonds are now worn daily, gifted for celebrations, and purchased as self-rewards. Lightweight designs, trendy styles, and digital shopping tools have changed how people connect with jewellery.
Why Diamonds Mean More Today
Modern buyers care about more than just sparkle. They want to know where their diamonds come from, how they are made, and whether they align with their values.

Design, comfort, trust, and storytelling now play a big role in choosing diamond jewellery. Diamonds today represent individuality and conscious luxury, not just tradition.
Then vs Now: A Quick Look
Earlier, diamonds were mostly linked to weddings, had limited design choices, and involved traditional buying experiences.

Today, diamonds are part of everyday fashion, available in multiple price ranges, and backed by clear information and certification.
The industry has moved from being exclusive to inclusive

The diamond industry has transformed from something complicated and distant into something personal and approachable. Today, diamonds are about choice, confidence, and self-expression — made for every moment, not just one.
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