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De Beers Group ensures India’s leading TV anchors sparkle brighter with diamonds this cricket season

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As cricket fever sweeps the nation, India’s leading women cricket anchors are taking centre-stage from the pitch to the spotlight —accessorized with the brilliance of natural diamonds. De Beers Group has partnered with JioHotstar and Star Sports for the ongoing Tata IPL, seamlessly blending the energy of cricket with the timeless allure of natural diamonds. Eleven celebrated anchors from across feeds will showcase exquisite natural diamond jewellery while presenting the matches.

In a first-of-its-kind initiative, these anchors will also celebrate the cricketing highlights through a segment called ‘Real Diamonds of the week’ — a fitting tribute to cricketing stars who, much like diamonds, symbolize brilliance, resilience and timeless legacy.The anchors will be seen wearing exquisite diamond jewellery, including statement neckpieces, cocktail rings, layered bangles, bracelets and classy earrings.

Shweta Harit, SVP, De Beers Group, said, “Cricket and natural diamonds both embody authenticity, excellence and a lasting legacy. Just as the game unites fans across regions and generations, natural diamonds symbolize connections that stand the test of time. This collaboration brings the brilliance of the sport and the timeless allure of diamonds together, making every moment on screen even more memorable.”

Ishan Chatterjee, Chief Business Officer – Sports Revenue, SMB & Creator, JioStar, said, “With record-breaking viewership marking the opening weekend of TATA IPL 2025, cricket continues to unite audiences like never before. This collaboration between De Beers Group and India’s leading women anchors adds brilliance to the game, blending its precision and passion with the timeless elegance of natural diamonds. Just as cricketing icons leave an indelible mark on the field, these presenters shape the narrative with confidence and style, making every moment even more unforgettable.”

With this powerful association between natural diamonds and India’s most-loved sport. The screen is set to dazzle audiences, reinforcing diamonds as the ultimate symbol of excellence, victory, and timeless beauty—both on and off the field.

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DiamondBuzz

De Beers Group Sets Out Portfolio and Organisational Actions to Support Long-Term Value Creation

Company outlines strategic cost optimisation, portfolio streamlining and operational changes to strengthen resilience while positioning for long-term growth in the natural diamond industry.

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De Beers Group is advancing delivery of its business streamlining by setting out a number of planned portfolio and organisational changes to ensure an efficient cost base that strengthens resilience in the near-term while enhancing future competitiveness and retaining optionality as industry conditions improve.

Since 2024, De Beers has been streamlining its business in line with its Origins strategy to reduce costs, divest non-core assets and prioritise investment in activities that create the most value. Significant progress has been made, with more than $100 million of annual overhead costs removed from the business, the sale or closure of a number of non-core assets and significant capital and cost reconfigurations to asset expansion projects.

Simultaneously, De Beers has reinvested in natural diamond category marketing to support the industry’s efforts to grow natural diamond demand, launching new large-scale campaigns and collaborating with key stakeholders across the value chain to foster industry-wide investment. Global consumer demand for natural diamond jewellery returned to growth in 2025, while natural diamond sales increased across US independent jewellers in 2025 and into Q1 2026, led by higher value diamonds and those promoted by De Beers’ Desert Diamonds marketing campaign.

On the supply side, global rough diamond production is now decreasing, with several producers closing mines during 2026. Whilst the increasing rarity of diamonds and the emerging signs of improvement in consumer demand are likely to support longer-term value creation, rough diamond trading conditions are expected to remain challenging in the near-term due to cyclical and industry-specific factors.

Consistent with recent actions to improve business resilience, De Beers intends to pause production at the Venetia mine in South Africa for two years to reduce costs while also rephasing capital expenditure on its underground project. This will involve critical infrastructure investment to enhance the capacity and efficiency of the mine, with the intention to support future production growth as business and industry conditions improve.

De Beers is engaging with stakeholders in accordance with relevant requirements and the company’s values as it moves through this process, and will both support impacted employees and continue to invest in its community and Social and Labour Plan commitments.

This proposed action at Venetia Mine follows the decision earlier this year to pause the Tuzo Phase 3 expansion project at the Gahcho Kué Mine in Canada.

In parallel, De Beers plans to reconfigure its global operating model to refocus and prioritise resources on the core operational businesses and reduce its central corporate cost base.

Al Cook, CEO of De Beers Group, said:

“In line with our commitment to focus and streamline our business, we are making a number of changes to De Beers to ensure greater business resilience in the near-term, while supporting long-term value creation. We recognise the protracted challenging conditions as the diamond industry evolves, though we are encouraged by signs of consumer demand growth in the US and beyond, particularly in higher quality diamonds.

Global rough diamond supply is falling, bringing more support to the market. The changes we are making to our business are focused on underpinning our efficiency now and into the future, favourably positioning De Beers in its leadership role.”

De Beers Group will maintain current production levels through its other operations, and previous production guidance remains unchanged.

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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.

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