At the JCK Las Vegas Show 2025, De Beers Group unveiled two key initiatives designed to elevate the appeal of natural diamonds and strengthen traceability in the industry.

Marking its return with a new ‘beacon’ product after over a decade, De Beers introduced Ombré Desert Diamonds — a jewellery collection inspired by desert landscapes and the natural colour gradation of diamonds, ranging from warm whites to amber hues. This new line is intended to emotionally reconnect consumers with the natural beauty and rarity of diamonds. Participating retailers will receive marketing and digital support to drive demand and engagement.

Alongside the collection, De Beers launched Origin, a branded polished diamond programme powered by the Tracr blockchain. Origin offers buyers a transparent look into their diamond’s full journey, including provenance details, rarity scores, and social impact data. Aimed at consumers who value ethical sourcing and storytelling, this initiative empowers retailers to offer a differentiated diamond-buying experience.

The brand also highlighted progress in its wider Origins strategy, such as successful airborne exploration surveys in Angola, broader implementation of Tracr for country-of-origin data, and the U.S. debut of DiamondProof, its synthetic diamond detection platform.

Reaffirming its sustainability focus, De Beers shared updates on renewable energy initiatives in Namibia, Botswana, and South Africa, aligning with its Building Forever goals to create a more sustainable and responsible diamond industry.

Commenting on the launch, De Beers CEO Al Cook said, “With innovation across the value chain – from provenance to synthetic diamond technology – De Beers is reinforcing its leadership in an evolving marketplace.”