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
MajorsJan 02, 2026
Marc Metrick Out as CEO of Saks Global Executive Chairman Richard Baker will take over the role as rumors swirl that a bankruptcy filing is imminent for the troubled retailer.
Events & AwardsJan 02, 2026
Jan Mohr, Couture’s ‘North Star,’ Dies at 71Mohr had just retired in June after more than two decades as Couture’s retailer liaison.
CollectionsJan 02, 2026
Lalaounis’ 2026 Good Luck Charm Speaks to ResilienceThis year’s good luck charm features the mythical horse Pegasus, and is our first Piece of the Week of the new year.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
EditorsDec 31, 2025
The Top 5 Stories of 2025Articles about crime, engagement rings, and a necklace worn in the World Series generated the most interest among readers.
Weekly QuizDec 23, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsDec 30, 2025
Becka Johnson Kibby to Lead Edge Retail AcademyAs part of the leadership transition, Sherry Smith will take on the role of vice president of coaching strategy and development.
WatchesDec 30, 2025
Bulova, Stetson Collab on Watches With Western FlairThe new Bulova x Stetson designs highlight two animals often associated with the American West—the bison and the Texas Longhorn.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
CollectionsDec 30, 2025
Rahaminov Diamonds Pops Up in FloridaIts residency at Yamron Jewelers will run through May 2026.
IndependentsDec 29, 2025
In Memoriam: Industry Friends We Lost in 2025From influential executives to innovative designers, we pay tribute to the people we said goodbye to this year.
MajorsDec 29, 2025
Tanishq Opens New Stores in Florida, VirginiaThe retailer is expanding into areas with large Indian and South Asian populations.
MajorsDec 29, 2025
Nanis Opens First Flagship Store The Italian brand has opened its first flagship amid the peaks of the Dolomites in Madonna di Campiglio, Italy.
SourcingDec 29, 2025
‘Unearthed: Raw Beauty’ Exhibition Opens at LA MuseumThe new curation at the Natural History Museum of Los Angeles County showcases rare gem and mineral specimens in their uncut, natural state.
CrimeDec 24, 2025
LA Jewelry District Couple Pleads Guilty to Hiding Millions from IRSThe couple pleaded guilty to concealing at least $127 million in cash transactions at its precious metals businesses.
SurveysDec 24, 2025
Consumer Confidence Falls Again in DecemberConsumers shared concerns about prices, inflation, tariffs, trade, and politics in the survey’s write-in response section.
AuctionsDec 24, 2025
Bonhams to Open New U.S. Flagship in NYCIn February 2026, the auction house will move its headquarters to the former Steinway Hall, a neoclassical landmark on Billionaires’ Row.
Events & AwardsDec 24, 2025
NYC Jewelry, Antique, & Object Show Announces Winter EventThe new show will take place Jan. 23-25, 2026.
SourcingDec 23, 2025
Mining Titan Brian Gilbertson Dies at 82The former BHP Billiton leader and Gemfields chairman is remembered for his influential leadership throughout his 50-year mining career.
Events & AwardsDec 23, 2025
Bulgari Reimagines Costume Designers Guild AwardThe LVMH-owned brand has partnered with the costume design union to revamp its award for 2026.
MajorsDec 23, 2025
Kering to Acquire Stake in Raselli Franco GroupThe luxury titan inked a deal to acquire an initial minority stake in the jewelry manufacturer with a pathway to full ownership by 2032.
MajorsDec 23, 2025
For Future Reference Vintage Enters Bloomingdale’sThe company’s curation of unsigned vintage and estate jewelry debuted at the Bloomingdale’s in Costa Mesa, California.
CrimeDec 22, 2025
Customs Seizes Hundreds of Fake Rolex, Cartier WatchesIn the recent multi-shipment seizure, CBP also found counterfeit Audemars Piguet, Moncler, and Chrome Hearts items.
EditorsDec 22, 2025
How Helzberg Is Reimagining Its StoresHelzberg’s Chief Retail Officer Mitch Maggart shared details about its tests of a new store concept rooted in an elevated luxury experience.
Recorded WebinarsDec 22, 2025
2025 Jewelry Rewind: Looking Back on an Eventful Year Jewelers of America execs and National Jeweler editors discuss tariffs, the sky-high gold price, and the engagement that broke the internet.
MajorsDec 19, 2025
MadaLuxe Group Acquires Ippolita The luxury goods company said founder Ippolita Rostagno will remain at the brand’s helm.
MajorsDec 19, 2025
LVMH Names New Bulgari CEOLaura Burdese, who joined the Italian luxury brand in 2022, will take on the role in July.
EditorsDec 19, 2025
2025 Jewelry Superlatives: A Yearbook-Style Year in Review The National Jeweler editors revisit the most noteworthy industry happenings and design trends from 2025.
