JB Insights
De Beers Group launches Ombré Desert Diamonds jewellery beacon and ‘ORIGIN – De Beers Group’ polished diamonds
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.”
JB Insights
SILVER SHOW OF INDIA: A Revolutionary Platform Empowering India’s Silver Manufacturing and Retail Ecosystem
Historically, India’s silver jewellery manufacturers operated on the periphery of the major trade exhibition circuit. Despite their rich craftsmanship, they lacked a dedicated, high-profile national stage. To bridge this gap, GES India Incorporated launched the Silver Show of India (SSI) in June 2022. Designed as a structured response to a long-standing industry demand, SSI has rapidly evolved from a foundational spark into one of the country’s most consequential specialized jewellery trade exhibitions.
From Regional Roots to a Pan-India Powerhouse
The trajectory of SSI reflects a story of deliberate, strategic scaling:
- The Bangalore Beginnings : The inaugural show drew 74 participants, a number that nearly doubled to 133 by the second edition in December 2022, signaling growing trade acceptance.
- The Mumbai Strategic Pivot : Moving the exhibition to the premium Jio World Convention Centre in Mumbai was a deliberate move to elevate silver to the same status as fine gold and diamond jewellery. The June 2023 edition validated this choice, drawing 173 companies, 435 stalls, and a record 10,800 trade visitors, transforming SSI into a truly pan-India platform.
- SSI Mumbai 4th Edition at JWCC features over 495 exhibiting companies across 1400 stalls, spanning 150,000 sq ft.
Institutional Backing and Strategic Alliances
SSI’s industry credibility is heavily reinforced by partnerships with premier trade bodies. The IBJA has been a steadfast national partner in elevating the Mumbai show’s stature. Crucially, SSI has secured the formal alignment of major trade associations from Agra , Rajkot and major silver hubs—bringing invaluable community networks, authenticity, and trade clout to the platform.
Extensive Marketing and Global Footprint
The organizers executed an aggressive, door-to-door outreach campaign encompassing over 500 districts across India, targeting markets frequently overlooked by larger trade bodies. This is supported by deep digital engagement across LinkedIn, WhatsApp, and specialized trade networks. Internationally, the show is drawing buyers from Nepal, Malaysia, Thailand, and the USA. To cater to a premium audience, the organizers have integrated a curated buyer-engagement model, hosting buyers with 1,000 room nights at luxury hotels like Sofitel and Trident.
Market Impact and Future Outlook
The success of SSI correlates directly with a measurable revitalization of the silver sector:
- Logistics partners report a massive 300% increase in the volume of silver goods transported over the past two years.
- Corporate retail groups are actively expanding their dedicated silver floor space, with a Southeast-based corporate establishing exclusive silver showrooms.
- High-end designs typically reserved for gold and diamonds are increasingly being reinterpreted in silver.
Looking ahead, SSI is implementing a robust three-city architecture: Mumbai will anchor the pan-India edition, Bangalore will serve the South Indian market, and a new Delhi edition will capture the North Indian market.
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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.