The Responsible Jewellery Council (RJC) has appointed Purvi Shah as its next Executive Director, effective 7 February 2026. Shah currently serves as Head of Ethical and Sustainable Value Chains at De Beers Group, where she has led major initiatives in provenance, transparency, and responsible sourcing for over 15 years.

Her association with the RJC is long-standing — she has been a board member since 2023 and co-chaired the Standards Committee since 2018, contributing significantly to the development of the Code of Practices (COP) 2024, Chain of Custody (COC) 2024, and the Laboratory-Grown Materials Standard (LGMS) 2025.

RJC Chairman Dave Meleski welcomed the appointment, citing Purvi Shah’s ability to balance commercial realities with sustainability ambition, and calling her leadership vital for the organisation’s next phase.

For India’s jewellery manufacturing and retail sector, her appointment underscores rising expectations around ESG compliance, traceability, and certification readiness. With over 2,000 members across 74 countries, the RJC’s renewed focus offers Indian companies a timely moment to align with COP 2024 and updated chain-of-custody requirements.

Purvi Shah noted that her initial months will focus on listening to member priorities and strengthening value creation across the supply chain. As global regulations and voluntary norms on responsible sourcing accelerate, her leadership positions the RJC to shape standards that reflect both evolving legislation and real-world industry needs.