Sourcing

Botswana’s First Olympic Gold Medalist Is Now a De Beers Ambassador

SourcingJan 28, 2025

Botswana’s First Olympic Gold Medalist Is Now a De Beers Ambassador

Letsile Tebogo will help to promote natural diamonds and the good they have done for his country.

Olympic gold medalist and De Beers ambassador Letsile Tebogo
Botswana’s Letsile Tebogo, who won the men’s 200 meters at the 2024 Summer Olympics in Paris, is now a global brand ambassador for De Beers Group. (Photo courtesy of De Beers Group)
Gaborone, Botswana—Botswana’s first Olympic gold medalist has joined the race to promote natural diamonds.

De Beers Group announced last week that Letsile Tebogo, who upset American Noah Lyles to take home the gold in the men’s 200 meters at the Paris Olympics, has joined its team as a global ambassador.

The 21-year-old sprinter, who was named World Athletics Male Athlete of the Year for 2024, will feature in campaigns and content that highlight the way natural diamonds have boosted Botswana’s economy and improved the lives of its people. 

As one of the first projects in the collaboration, he will be the central figure in a new short film series called “Talent Unearthed.” 

The series will spotlight star athletes whose success is connected to Botswana in an effort to demonstrate how natural diamonds have uplifted communities and inspire the next generation. 

In addition, Tebogo and his team will identify opportunities for investment in the development of additional sports programs in Botswana. De Beers said projects stemmed from the collaboration will be announced throughout the year. 

 Related stories will be right here … 

“My success story is connected with our nation’s diamond heritage. The very resources that built our schools and sports facilities have paved the way for young athletes like me,” Tebogo said.

“I’m humbled that an organization like De Beers that has played such a pivotal role in the development of my country sees it fit to play a role in my future too, and I’m excited to work with De Beers to highlight the power of natural diamonds for our country and its people.”

De Beers’ signing of the gold medal winner comes at a time when it is looking to boost demand for natural diamonds globally in the face of competition from lab-grown stones.

In the United States, the company teamed up with the country’s largest specialty jeweler, Signet Jewelers, to launch a campaign for natural diamonds last fall, “Worth the Wait,” and train Signet’s approximately 20,000 sales associates on selling natural diamonds. 

De Beers also brought back “A Diamond Is Forever” again for a 2024 holiday campaign promoting natural diamonds in the U.S. 

The Latest

Jane Fonda, America Ferrera, Mariska Hargitay, Laura Harrier, Mattia Furlani, Gianvito Martino, Sabina Belli in Pomellato International Women’s Day campaign
MajorsMar 07, 2025
Jane Fonda, Mariska Hargitay Star in Pomellato’s IWD Campaign

The annual star-studded campaign for International Women’s Day encourages collective action against domestic violence.

Yeprem Golden Strada Statement Necklace
CollectionsMar 07, 2025
Piece of the Week: Yeprem’s ‘Golden Strada’ Necklace

The statement piece is seen in Yeprem’s new “You Play the Game” campaign, created for International Women’s Day.

Kyle Slosson
MajorsMar 07, 2025
Borsheims Names New Senior Security and Facilities Manager

Longtime employee Kyle Slosson has been promoted to the role.

ja-btyb-topimage.png
Brought to you by
Have a Plan for Emergencies

Emergencies can happen anytime, anywhere , and Jewelers of America has what you need to be prepared for it all.

Dan and Hope Wixon with dog
IndependentsMar 06, 2025
Wixon Jewelers to Close After 37 Years

First-generation jewelers Dan and Hope Wixon are retiring and will close their Minneapolis-area jewelry store in May.

Weekly QuizMar 06, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
3.1 Phillip Lim x Guzema Snake necklaces and bracelets
CollectionsMar 06, 2025
Guzema, 3.1 Phillip Lim Collab on New ‘Snake’ Designs

The limited-edition collection, a nod to the Year of the Snake, is Ukrainian brand Guzema’s first partnership with a U.S. brand.

Stephen Barnes
IndependentsMar 06, 2025
Stephen Barnes Is the New Owner of IJO

After more than 50 years, Jeff Roberts is handing over ownership of the organization to IJO President Stephen Barnes.

national-jeweler_top-image_2.png
Brought to you by
A Diamond ETF is the Way to Reinvigorate Natural Diamond Sales

The jewelry industry faces challenges from lab-grown diamonds. A diamond ETF can restore natural diamonds' value and drive investor demand.

Borsheims Senior Jeweler Jay Wolff
Events & AwardsMar 06, 2025
Borsheims’ ‘Ike-It’ Award Goes to Jeweler

Senior Jeweler Jay Wolff was named employee of the year.

Neiman Marcus Downtown Dallas flagship
MajorsMar 05, 2025
Neiman Marcus’ Dallas Flagship Store to Close, Confirms Saks Global

The 111-year-old store will close following a dispute among Saks Global, a landlord, and the City of Dallas over a small piece of land.

Rolex “Starship Gold” circa 1980 alien watch
AuctionsMar 05, 2025
Sotheby's To Auction 51 ‘Alien’ Watches

The upcoming “Area_51” watch sale is a collaboration with heist-out, featuring vintage and modern timepieces with futuristic designs.

Jewelers of America logo
MajorsMar 05, 2025
Jewelers of America Unveils 3-Year Strategic Plan

The trade organization, which will mark 120 years of service next year, has a refined focus and a new mission statement.

92NY Building
Events & AwardsMar 05, 2025
92NY Accepting 2025 Jewelry Artist Residency Applications

The application period is now open for established and emerging jewelers and metalsmiths to apply to the month-long residency program.

Nethaniel Fuimaono, Sonny Fuimaono, Aaron Fuimaono, Hanson Dang mug shots
CrimeMar 04, 2025
4 Suspects Arrested in Fatal Armed Robbery of California Jewelry Store

Uc Thí Vo, who co-owned Kim Tin Jewelry in Sacramento with her husband of 40 years, was killed during the November 2024 robbery.

Stock image of a gavel
CrimeMar 04, 2025
NYC Diamond Dealer Pleads Guilty to Lab-Grown Diamond Swaps

Manashe Sezanayev pleaded guilty to grand larceny and is expected to receive five years’ probation when he’s sentenced in May.

For Future Reference Vintage 1940s Necklace
TrendsMar 04, 2025
Amanda’s Style File: Peaceful and Powerful Aquamarine

The March birthstone pairs perfectly with hues of Mocha Mousse, Pantone’s Color of the Year for 2025.

Smart Age Solutions CEO Emmanuel Raheb
ColumnistsMar 04, 2025
The Smart Lab: Using Online Events to Supercharge Sales

Emmanuel Raheb shares strategies to prepare for, publicize, and engage the audience during events on platforms like TikTok and Zoom.

Doja Cat and Selena Gomez at the 2025 Oscars
EditorsMar 03, 2025
Drop Necklaces, Archival Pieces Take Over at the 2025 Oscars

From Doja Cat to Mikey Madison and Selena Gomez, many of this year’s Academy Awards attendees donned drop necklaces.

Polished diamonds
Policies & IssuesMar 03, 2025
Customs Indefinitely Postpones Requirement to Disclose Country of Mining

Originally slated to take effect in April, official U.S. Customs and Border Protection documents now show the implementation date as “TBD.”

Woman pushing a shopping cart
SurveysMar 03, 2025
Consumer Confidence Fell in February Amid Concerns About the Future

The recent jump in the prices of household staples, like eggs, and the potential impact of tariffs worried consumers.

AGA Gemological Education Scholarship Program Graphic
Events & AwardsMar 03, 2025
AGA Now Accepting Applications for Its Gemological Education Scholarship

The application period for the program is now open for aspiring gemologists around the world.

Porcupine Quilled 3-Band Earrings
CollectionsFeb 28, 2025
Piece of the Week: Ironhorse Quillwork Earrings

The work of Indigenous designer Joe Big Mountain, these earrings are similar to the pair Lily Gladstone just wore to the SAG Awards.

Memorial ring for Sir Richard Rainsford
AuctionsFeb 28, 2025
300-Year-Old Ring With Ties to Witch Trial Judge Up for Auction

A metal detectorist uncovered the ring created in memory of Sir Richard Rainsford, who presided over some of England’s last witch trials.

20250228_MNQ 2025 Jewelry Trends Forecast.jpg
Recorded WebinarsFeb 28, 2025
Watch: 2025 Jewelry Trends Forecast

Fine jewelry consultant and publicist Francesca Simons joins Amanda Gizzi and Natalie Francisco to discuss the trends set to rise this year.

Winnie Harlow, Kyle Kuzma, Stephanie Gottlieb Fine Jewelry Engagement Ring
TrendsFeb 27, 2025
Model Winnie Harlow Says ‘Yes’ to 3-Stone Engagement Ring

Harlow’s partner, NBA player Kyle Kuzma, worked with Vobara to design the ring, which features oval and pear-shaped diamonds.

Winona Ryder Iman Pandora Campaign
MajorsFeb 27, 2025
Winona Ryder, Iman Star in New Pandora Campaign

The Danish jeweler released the next chapter of its “Be Love” campaign, which celebrates love in all its forms.

JA Learning Workshop logo
Events & AwardsFeb 27, 2025
JA to Host Workshop During Alabama Jewelers Association Convention

The learning workshop and the convention are both scheduled to take place April 26 and 27 in Montgomery, Alabama.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy