JB Insights
GJEDe Beers unveils ‘Origins’ strategy to grow value and revitalise desire for natural diamond
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.
JB Insights
Women’s Day 2026: Jewellery Brands Celebrate Independence, Identity and Self-Expression
From milestone-driven collections to personalised styling and self-purchase narratives, jewellery brands across India are celebrating women’s independence, identity, and achievements this International Women’s Day.
International Women’s Day 2026 has prompted jewellery brands across India to launch campaigns that celebrate women’s empowerment, individuality, and personal achievements. Moving beyond traditional gifting narratives, many brands are positioning jewellery as a symbol of self-expression and personal milestones, reflecting the evolving role of women as independent buyers in the jewellery market.
Kumari Fine Jewellery
Mumbai-based Kumari Fine Jewellery has introduced a Women’s Day showcase themed around the idea of the “Modern Indian Original.” The initiative focuses on financially independent women who mark their achievements with self-purchased jewellery. The showcase highlights lightweight gold pieces designed for everyday wear, reinforcing jewellery as both a style statement and a symbol of personal growth.
Dhirsons Jewellers
Delhi’s Dhirsons Jewellers has launched a campaign centred on celebrating milestones in a woman’s journey rather than traditional occasions. The initiative encourages women to recognise defining moments in their lives, positioning jewellery as a reflection of resilience, confidence, and self-belief.
GIVA
Digital-first jewellery brand GIVA has unveiled a Women’s Day concept titled The Pearl Edit, focusing on timeless pearl jewellery that celebrates women who are building, leading, and redefining their paths. The campaign emphasises understated elegance while encouraging women to celebrate themselves through meaningful jewellery.
Divine Solitaires
Diamond jewellery brand Divine Solitaires has also introduced a Women’s Day campaign highlighting the emotional value of solitaire diamonds as symbols of personal milestones. The initiative focuses on recognising the journeys of women across roles—from professionals and entrepreneurs to mothers and mentors—while encouraging self-appreciation through jewellery.
Senco Gold & Diamonds
Technology-driven campaigns have also gained traction this year. Senco Gold & Diamonds has launched an initiative that integrates artificial intelligence into jewellery styling, enabling customers to discover pieces that match their personality and features. The concept highlights individuality while bringing digital innovation into the jewellery retail experience.
Tanishq
Large national brands are also participating in the Women’s Day narrative. Tanishq has continued its focus on celebrating modern womanhood through curated collections and storytelling campaigns that reflect the changing aspirations of contemporary women. The brand’s initiatives frequently highlight independence, confidence, and self-expression.
Kalyan Jewellers
Similarly, Kalyan Jewellers has aligned its messaging with women’s empowerment by supporting women-centric initiatives and partnerships, reinforcing the importance of recognising women’s achievements across different fields.
CaraLane
Other jewellery brands are also marking the occasion through special launches and themed collections. CaratLane has promoted contemporary diamond and gold jewellery collections designed for self-purchase and everyday styling, encouraging women to celebrate their personal milestones.
ORRA Fine Jewellery
Luxury diamond brand ORRA Fine Jewellery has highlighted modern diamond jewellery that symbolises confidence and individuality, targeting young professionals who view jewellery as a statement of identity.
Malabar Gold & Diamonds
Meanwhile, Malabar Gold & Diamonds has focused on campaigns that recognise women’s contributions to families, workplaces, and society, positioning jewellery as a tribute to their strength and achievements.
Across the industry, the Women’s Day celebration by many brands reflect a broader shift in consumer behaviour. Women are increasingly viewing jewellery not only as a traditional gift but also as a meaningful purchase that celebrates personal success, independence, and self-expression.
As jewellery brands continue to adapt to these changing aspirations, Women’s Day has become an important platform for storytelling, allowing brands to connect with modern consumers through themes of empowerment, individuality, and celebration of life’s defining milestones.
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