De Beers Group unveiled compelling new downstream propositions focused on driving desire for natural diamonds as a category and on differentiating polished diamonds sourced from De Beers Group. At the 2025 JCK Las Vegas Show, De Beers Group unveiled Ombré Desert Diamonds, its first “beacon” product in over a decade. Inspired by the natural desert landscapes where many diamonds are found, the collection features warm hues—ranging from soft whites to rich champagnes and ambers—capturing the rarity and emotional resonance of natural diamonds. Additionally, De Beers formally launched ORIGIN – De Beers Group, a branded polished diamond offering that allows consumers to trace their diamond’s journey and origin, deepening the emotional connection and transparency in natural diamond purchases.

 Retailers participating in the beacon programme will receive tailored promotional assets to drive in-store engagement. Together, these initiatives mark a bold push to reenergize natural diamond desirability through the value chain, supported by the Tracr blockchain platform. Moreover, consumers will be able to access a range of information about their unique purchase, including its rarity score and the social impact programmes it has supported.ORIGIN – De Beers Group will provide retailers with advanced digital tools, enhancing consumer engagement through seamless access to provenance information and brand storytelling. 

Al Cook, Chief Executive Officer of De Beers Group, said: “One year on from announcing our Origins strategy, we have made fast and meaningful progress in delivering our vision. We have met every target that we announced back in 2024. Every part of De Beers is evolving to create lasting value, benefitting shareholders, the industry and consumers. The launch of our first beacon in over a decade marks an exciting new era in showcasing the magic of natural diamonds, while ORIGIN – De Beers Group connects people with the powerful stories behind natural diamonds.”