Policies & IssuesNov 27, 2024
G7 Announces Botswana as Second Verification ‘Node’ for Rough DiamondsSourcingJan 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.
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 …
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.
“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.
More on Sourcing
The Latest
TrendsFeb 17, 2026
A Bit of Jewelry for the Year of the HorseWestern wear continues to trend in the Year of the Fire Horse and along with it, horse and horseshoe motifs in jewelry.
GradingFeb 17, 2026
Dr. George Rossman, Former GIA Governor, Dies at 81Rossman, who advised GIA for more than 50 years, is remembered for his passion and dedication to the field of gemology.
CrimeFeb 13, 2026
JSA Offering $10K Reward in Nancy Guthrie Case Guthrie, the mother of “Today” show host Savannah Guthrie, was abducted just as the Tucson gem shows were starting.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
IndependentsFeb 13, 2026
97-Year-Old New Mexico Jewelry Store To CloseButterfield Jewelers in Albuquerque, New Mexico, is preparing to close as members of the Butterfield family head into retirement.
Weekly QuizFeb 12, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsFeb 13, 2026
A ‘Rosebud’ Necklace for Valentine’s DayPaul Morelli’s “Rosebud” necklace, our Piece of the Week, uses 18-karat rose, green, and white gold to turn the symbol of love into jewelry.
MajorsFeb 13, 2026
JFC Announces New BeneficiariesThe nonprofit has welcomed four new grantees for 2026.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
MajorsFeb 12, 2026
These 8 Saks Fifth Avenue Stores Are ClosingParent company Saks Global is also closing nearly all Saks Off 5th locations, a Neiman Marcus store, and 14 personal styling suites.
CollectionsFeb 12, 2026
British Museum Raises $5M to Keep Jewel Linked to Henry VIII, Katherine of AragonIt is believed the 24-karat heart-shaped enameled pendant was made for an event marking the betrothal of Princess Mary in 1518.
Events & AwardsFeb 12, 2026
Kering Opens Entries for 2026 Sustainability-Focused AwardThe “Kering Generation Award x Jewelry” returns for its second year with “Second Chance, First Choice” as its theme.
TrendsFeb 11, 2026
Halle Berry’s Retro Engagement Ring Is a Sapphire-Set StunnerSourced by For Future Reference Vintage, the yellow gold ring has a round center stone surrounded by step-cut sapphires.
MajorsFeb 11, 2026
Francesca’s Files for Chapter 11 Bankruptcy AgainThe clothing and accessories chain announced last month it would be closing all of its stores.
CollectionsFeb 11, 2026
Zales Turns Sweethearts Into Jewelry for Valentine’s Day CollectionThe “Zales x Sweethearts” collection features three mystery heart charms engraved with classic sayings seen on the Valentine’s Day candies.
TechnologyFeb 11, 2026
Gemvision Symposium 2026 Slated for AprilThe event will include panel discussions, hands-on demonstrations of new digital manufacturing tools, and a jewelry design contest.
Events & AwardsFeb 11, 2026
TJS Announces Roundtable, Launches New AppRegistration is now open for The Jewelry Symposium, set to take place in Detroit from May 16-19.
SourcingFeb 10, 2026
At Meeting in South Africa, Support for Natural Diamonds Picks Up Steam Namibia has formally signed the Luanda Accord, while two key industry organizations pledged to join the Natural Diamond Council.
TrendsFeb 10, 2026
Bad Bunny Wears Football-Shaped ‘Desert Diamond’ for Halftime PerformanceLady Gaga, Cardi B, and Karol G also went with diamond jewelry for Bad Bunny’s Super Bowl halftime show honoring Puerto Rico.
SurveysFeb 10, 2026
Shoppers to Spend Big on Jewelry This Valentine’s Day, Says NRFJewelry is expected to be the No. 1 gift this year in terms of dollars spent.
FinancialsFeb 10, 2026
Kering Plans Transformation as 2025 Sales Sink 13%As star brand Gucci continues to struggle, the luxury titan plans to announce a new roadmap to return to growth.
SourcingFeb 10, 2026
AGTA To Debut ‘Stuller Color of the Year’ Spectrum Awards CategoryThe new category asks entrants for “exceptional” interpretations of the supplier’s 2026 color of the year, which is “Signature Red.”
Policies & IssuesFeb 09, 2026
U.S., India Trade Deal One Step Closer to Being FinalizedThe White House issued an official statement on the deal, which will eliminate tariffs on loose natural diamonds and gemstones from India.
Events & AwardsFeb 09, 2026
JA Now Accepting Entries for 2026 CASE AwardsEntries for the jewelry design competition will be accepted through March 20.
IndependentsFeb 09, 2026
James Free Jewelers Unveils Revamped FlagshipThe Ohio jeweler’s new layout features a curated collection of brand boutiques to promote storytelling and host in-store events.
TrendsFeb 09, 2026
These 14 Jewels Will Melt Your Heart This Valentine’s DayFrom heart motifs to pink pearls, Valentine’s Day is filled with jewelry imbued with love.
CrimeFeb 06, 2026
Florida Man Sentenced After Selling Fake Native American Jewelry for a Decade Prosecutors say the man attended arts and craft fairs claiming he was a third-generation jeweler who was a member of the Pueblo tribe.
FinancialsFeb 06, 2026
Pandora’s North America GM Departs Amid Executive ChangesNew CEO Berta de Pablos-Barbier shared her priorities for the Danish jewelry company this year as part of its fourth-quarter results.
