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De Beers opens flagship store in Dubai Mall

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De Beers has unveiled its new flagship boutique in Dubai Mall, marking a significant expansion into the UAE in partnership with Chalhoub Group. Rooted in over a century of diamond expertise, the store showcases the brand’s iconic collections—including Talisman, Enchanted Lotus, and RVL—alongside one-of-a-kind high jewellery pieces. Inspired by nature and blending Southern African heritage with London design, the boutique offers a luxurious, immersive space that celebrates De Beers’ legacy and craftsmanship.

Drawing on diamond expertise stretching back to 1888, the jewellery house marks life’s gradual evolution with meaningful creations. Just as rough diamonds are transformed into exquisite De Beers jewellery, the house honours the heartfelt moments, big and small, that define who we become.

Situated on the ground floor of the prestigious Dubai Mall in downtown Dubai, the new boutique takes design cues from the De Beers flagship on London’s Old Bond Street. Resplendent in the house’s signature shades of blue, white and orange, the furnishings and decorations have been chosen to represent locations close to De Beers’ heart. The boutique is designed to foster connections between clients and Brand Ambassadors, with a combination of open-plan space to explore the collections and intimate private areas. A bespoke lighting system was developed to showcase the fire, life and brilliance of each De Beers diamond.

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DiamondBuzz

Building The Next Era Of Trust In Natural Diamonds

By Kirti Bhansali
Chairman, GJEPC

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The global diamond industry is entering a phase where credibility will matter as much as competence.

For decades, the industry’s strength rested on rarity, emotion and aspiration. Today, it must also stand firmly on transparency, compliance and trust. Consumers are asking more questions about provenance, ethical sourcing and accountability than ever before. Governments are strengthening oversight. Markets are becoming more interconnected and more demanding simultaneously.

In such an environment, the Kimberley Process remains one of the most important pillars supporting confidence in natural diamonds.

The KP was created at a time when the industry faced serious reputational challenges linked to conflict diamonds. Through cooperation between governments, industry and civil society, it established a global certification framework that helped prevent the flow of conflict diamonds into legitimate trade channels. More importantly, it restored confidence in the integrity of the diamond pipeline at a critical moment for the industry.

India has always held a unique position within that framework.

As the world’s largest cutting and polishing centre, India processes more than 90% of the world’s natural diamonds. Millions of livelihoods across manufacturing, trading, jewellery production and exports are connected directly or indirectly to this industry. India is therefore not merely a participant in the global diamond pipeline; it is central to its continuity and stability.

India’s role within the Kimberley Process has also evolved over time. From participating actively in early discussions to chairing the KP in 2008 and 2019, India has consistently advocated for balanced, practical and inclusive solutions that protect both the integrity of the system and the interests of producing and manufacturing nations alike.

As the apex body representing India’s gem and jewellery industry, the Gem & Jewellery Export Promotion Council (GJEPC) has played an active role in supporting India’s engagement with the Kimberley Process through policy coordination, industry representation and sustained dialogue with global stakeholders.

As India hosts the 2026 Kimberley Process Intersessional Meeting in Mumbai, the discussions are naturally expanding beyond the original concerns that shaped the KP’s formation.

The industry must now respond to broader expectations around responsible sourcing frameworks and consumer assurance. At the same time, the industry must ensure that compliance systems remain practical and globally inclusive. The strength of the Kimberley Process lies in the fact that it brings together countries and stakeholders with vastly different economic realities and operational structures. Any future evolution of the system must preserve that balance.

India’s perspective on this issue is shaped by experience.

Our industry has built its leadership not merely through scale, but through resilience, adaptability and entrepreneurship. Indian manufacturers transformed categories of diamonds once considered commercially unviable into a globally competitive industry. Over the decades, India also invested heavily in technology, skill development and infrastructure, enabling the country to remain globally relevant even as market conditions evolved.

Today, that same spirit of adaptation is required again.

The natural diamond industry must continue reinforcing its value proposition in a world where consumer choices are expanding rapidly. Confidence in natural diamonds cannot depend solely on legacy or sentiment. It must be strengthened through transparency, responsible business practices and credible compliance mechanisms.

This is why the theme of Confidence, Compliance and Credibility is particularly relevant for the KP in 2026.

Confidence sustains consumer demand. Compliance protects the integrity of the trade. Credibility ensures long-term trust in the system itself.

These three elements are interconnected and mutually reinforcing.

India also recognises that the future of the diamond industry will depend increasingly on collaboration across the entire pipeline. Producing countries, manufacturers, traders, retailers and industry bodies must work together to strengthen systems that reassure consumers while also supporting economic opportunity and sustainable livelihoods.

The diamond industry has always demonstrated an extraordinary ability to adapt to change. From shifts in mining supply and manufacturing technologies to evolving retail formats and consumer expectations, it has repeatedly reinvented itself while preserving the emotional and cultural significance of natural diamonds.

The Kimberley Process represents one of the industry’s most important collective achievements. Its continued relevance will depend not only on regulation, but also on the willingness of all stakeholders to evolve responsibly together.

India remains committed to contributing constructively to that process and to helping shape a future where trust in natural diamonds remains strong, enduring and globally respected.

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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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