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
Puneet Gupta Explores A New Luxury Landscape Where Jewellery and Accessories Transcend Adornment To Become Collectible Objects Of Craftsmanship, Individuality and Storytelling
PUNEET GUPTA | PUNEET GUPTA CRAFTED FINE GOODS
THE NEW LANGUAGE OF LUXURY
Luxury is moving beyond the idea of an accessory being simply beautiful, precious or recognisable. We are increasingly entering a space where jewellery and accessories are being viewed as art objects in their own right—pieces that have a strong point of view, a sense of craftsmanship and, most importantly, a story to tell.



At Puneet Gupta Crafted Fine Goods, this is a space that interests me deeply. With our demi-fine jewellery, we approach a ring, cuff, pendant or pair of earrings almost as a miniature sculpture. The intention is not merely to adorn the wearer, but to create an object with enough character to become part of their personal collection.
“The intention is not merely to adorn the wearer, but to create an object with enough character to become part of their personal collection.”




Our fascination with archaeology, natural forms, Indian craft traditions and aged textures allows us to create pieces that feel as though they have been discovered rather than simply manufactured.
FROM CONSUMER TO COLLECTOR
I think this is particularly relevant to the new generation of luxury consumers. They are becoming less interested in buying something simply because it is expensive and more interested in why it exists—what inspired it, who made it, what material it uses and what makes it different. There is a growing appetite for pieces with individuality rather than obvious uniformity.
This movement extends beautifully into accessories beyond conventional jewellery. Sculptural metal bags, statement brooches and embellished wearable objects are increasingly occupying the space between fashion and art.
A metal bag, for instance, can function as an accessory but also as a small piece of industrial sculpture. A brooch can become a personal emblem rather than merely an embellishment pinned to a garment.
These objects invite a different kind of relationship with the wearer—they can be collected, styled, displayed and eventually passed on.
INDIAN CRAFTSMANSHIP, REIMAGINED
I also believe that Indian craftsmanship has an important role to play in this evolution. Our artisans possess centuries of knowledge around metalwork, embroidery, carving, surface treatment and ornamentation.
The opportunity today is not to reproduce traditional objects, but to take that knowledge and reinterpret it through a contemporary design language.
“The opportunity today is not to reproduce traditional objects, but to take that knowledge and reinterpret it through a contemporary design language.”
WHEN VALUE BECOMES EMOTIONAL
Perhaps the most interesting shift is that value is becoming more emotional and intellectual. A piece does not have to be made entirely of precious materials to feel luxurious. It can derive its value from the originality of its design, the hand that made it, the story behind it and the fact that it feels unlike anything else.
The future of luxury, therefore, may belong to the conscious collector—someone who buys fewer accessories but chooses pieces that have a life beyond a single season.
Jewellery, bags and brooches become more than things we wear. They become objects we discover, live with and eventually leave behind.
The next chapter of luxury may not be about owning more—it may be about owning pieces that mean more.
As consumers seek authenticity, craftsmanship and individuality, the line between jewellery, fashion and art is becoming increasingly fluid. The emerging luxury collector is not simply buying an accessory; they are acquiring an object with a story, a point of view and the potential to outlive a trend.
-
BrandBuzz5 hours agoVBJ Unveils ‘The Bangle Beauties’ – A Grand Celebration Of 10,000+ Bangle Designs
-
National News3 hours agoSenco Gold & Diamonds Partners With Olocker to Give Customers Free Jewellery Insurance, Letting Precious Memories Be Worn, Not Hidden Away
-
National News4 hours agoBelgian Prime Minister H.E. Bart De Wever Makes Historic First Visit To Bharat Diamond Bourse
-
National News9 hours agoDeepa Jewellers IPO Subscribed 43x

