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GJEDe Beers unveils ‘Origins’ strategy to grow value and revitalise desire for natural diamond

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De Beers Group unveiled its new Origins strategy to enhance value across its business from mining through to retail. The business will be streamlined and investments will be focused on high return projects.As the natural diamond market continues to recover, De Beers will harness its industry-leading portfolio of mining assets, its iconic retail brands and its track record of generating desire for diamonds.

Al Cook, Chief Executive Officer of De Beers Group, said: “We are reinventing every part of De Beers to grow value. Through delivery of our Origins strategy, De Beers will be streamlined, focused, and a leader in diamond technology, provenance and luxury retail. We will recreate the magic of natural diamonds for modern consumers.

Business streamlining

De Beers Group is well on the way to delivering over $100 million in sustainable annual cost savings through a reorganisation and by focusing its capital spend. One-off cost savings will also be delivered through the disposal of non-diamond assets, deferments of non-core projects and the disposal of non-strategic equity holdings.

Focused upstream

De Beers has a highly competitive portfolio of mining assets that are among the best on the cost curve and have substantial production capability and reserves. With global natural diamond production forecast to decline over the coming decade, and as G7 sanctions impact the flow of Russian diamonds into key diamond consuming countries, De Beers’ portfolio is well positioned for the future.

Integrate midstream

De Beers has a rough diamond sales model that adds value and reduces volatility for both De Beers and its partner countries, underpinned by long-term contracts with its Sightholders.

Technology is poised to revolutionise the midstream, and De Beers will be at the forefront of this trend through its digital portfolio. The results will be greater efficiency, lower working capital and lower rough diamond inventory levels. De Beers’ Tracr technology is not only valuable for registering the information required under new diamond import rules within G7 countries, but also offers an enhanced consumer proposition through connecting diamonds to their source.

Reset downstream

De Beers has a track record for driving growth in demand for natural diamonds and will evolve its approach for a new generation of consumers. This will involve growing desire for natural diamonds through the reinvigoration of category marketing, embracing new approaches that maximise reach and impact.

This year, De Beers will progress strategic relationships with leading retailers such as the collaboration recently announced with Signet Jewelers in the U.S. and a collaboration with Chow Tai Fook in China.

De Beers will also evolve its proprietary retail brands, scaling up its global luxury De Beers Jewellers brand whilst refocusing its Forevermark brand on the fast-growing Indian market.

Pivot synthetics

De Beers Group’s Element Six business has been a global leader in synthetic diamond development and manufacturing for industrial purposes for more than 70 years. Building on its expertise, Element Six will suspend production of lab-grown diamonds for jewellery and focus on its position as a world-leading provider of synthetic diamond technology solutions for industrial applications.

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JB Insights

Gifting That Lasts – How Gold and Silver Coins Bridge Heritage and Modern Life

Ketan Kothari , Director of Augmont

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Most people think of gifting gold and silver as a nod to nostalgia. In reality, it’s one of the few traditions that has outperformed every modern “smart” gift you can name. Long before fintech apps and inflation charts, Indian households treated these metals as portable wealth, a hedge against uncertainty, and a quiet transfer of wisdom from one generation to the next. That logic has not aged a day; rather, it remains even more relevant in a world where assets can be compromised with a password reset.

Ketan Kothari , Director of Augmont

What has changed is the way these coins look and live in our lives. Classic Lakshmi – Ganesh motifs now share space with clean, contemporary designs that feel at home in a digital world. The modern take on it makes each piece both timeless and current. Every coin carries its own story, turning family milestones into tangible memories while steadily gaining value as gold and silver prices continue to climb year after year. It is beauty and intrinsic value in one small disc. It is a heritage you can hold, and an investment built to last across generations.

Augmont brings this legacy to life with coins that pair high purity with artistry that honors tradition while embracing today’s aesthetic, offering a gift as enduring as the heritage it represents.

Why Choose Augmont Coins?

1. A Range That Resonates
From divine Lakshmi–Ganesh motifs to limited editions and unique designs in 24K and 22K gold and silver, Augmont offers a variety that suits every occasion. Each coin is crafted to celebrate moments that matter, whether personal milestones or festive rituals.

2. Stories Encased in Metal
These coins carry meaning at multiple levels. Many are tied to festivals, family traditions, or commemorative events, reimagining each piece as a memory that endures alongside its value.

3. Quality That Lasts Generations
Augmont coins are designed with precision and aim to withstand time. Their enduring craftsmanship ensures they remain beautiful keepsakes, ready to be passed down as family heirlooms while preserving their shine and value.

4. Trust You Can Hold
Every coin comes with 999 purity, BIS-certified refinery credentials, and secure packaging. Rigorous minting checks and transparent authenticity measures make each coin a reliable investment as well as a meaningful gift.

5. Versatility Across Life and Legacy
Whether it’s for a festival, a milestone, a special reward, or just a smart personal investment, Augmont coins fit naturally into the moment, carrying both meaning and value without ever feeling out of place.

6. A Legacy of Trust
Trusted by thousands of jewellers and millions of users across the country, Augmont coins have become a choice people rely on, not just for their value, but for the assurance they carry.

How Tradition Meets Technology

1. Timed for Auspicious Moments
Gold and silver coins remain the benchmark for occasions like Diwali, Akshaya Tritiya, and other auspicious events. With digital and quick-commerce platforms, these timeless gifts can now be bought and gifted instantly, without compromising the ritual.

2. Convenience Of Payment
UPI-enabled transactions bring efficiency without losing the emotional value of gifting.

3. A Platform Built for Today
Platforms like Augmont make it easy to combine tradition with today’s convenience, whether it’s setting up Gold/Silver SIPs, picking Gold/Silver coins online, storing them securely, or redeeming as per convenience. The old and the new come together without missing a beat.

Gold and silver coins have a way of staying with us long after the festival. They become part of the stories families live and share. A coin given at Diwali, added to a wedding trousseau, or exchanged to mark a milestone, holds memories, celebrates relationships, and marks achievements. Over the years, these coins carry the weight of tradition, the joy of moments lived, and the reassurance of foresight. By bringing the past into the present, they turn every gift into something personal, lasting, and truly memorable.

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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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