Lab-GrownMay 12, 2025
Lightbox to Go Dark by Summer, De Beers Says SourcingJun 10, 2025
De Beers Turns to Brown, Yellow Diamonds for New ‘Beacon’
“Ombré Desert Diamonds” will emphasize cream-, champagne-, and brown-colored diamonds, shades that set natural stones apart from lab grown.
At JCK Las Vegas, De Beers Group announced a new “beacon” program for the industry centered on “desert diamonds”—off-white, light yellow-, and brown-colored diamonds that both reflect their desert origins and are easily differentiated from lab-grown diamonds. (Photo courtesy of De Beers Group)
Editor’s Note: This story was updated post-publication to include information about De Beers Group’s last “beacon” program.
Las Vegas—For the first time in 16 years, De Beers Group has created a “beacon” program, a diamond jewelry design meant to be shared industry-wide with the goal of increasing demand.
Announced by CEO Al Cook at the company’s breakfast in Las Vegas on Friday, the “Ombré Desert Diamonds” initiative will emphasize designs using warm white, champagne-, brown- and amber-colored diamonds, which De Beers will support with marketing.
Though using light yellow and brown-colored diamonds is nothing new—see Le Vian’s “Chocolate” diamonds and De Beers’ own “Talisman” collection—their widespread marketing as the centerpiece of a new beacon campaign comes at a challenging time for natural diamonds.
As the Gemological Institute of America noted last week when it announced it would begin using more general color and clarity terminology for lab-grown diamonds, man-made diamonds are increasingly colorless and of high clarity.
Emphasizing the wide range of colors possible in natural diamonds helps to set them apart from all the near-perfect lab-grown diamonds.
In an interview with National Jeweler on Friday, Cook said the process of creating this new program started with the idea of origin, wanting the customers of the future to ask, “Where is my diamond from? Is it ethical? Is it sustainable? It is responsible?”
It then evolved into wanting to reflect the “beautiful African deserts” where De Beers mines many of its diamonds while also distinguishing its natural diamonds from lab-grown stones.
“In a world where people want something unique, in a world where people are rejecting commodities, in a world where people want something that’s real, and reflects them, a Desert Diamond does exactly that,” Cook said. “Its color will be unique, and its origin will be unique, and it contrasts completely with the endless array of commoditized lab grown.
He said the industry is already seeing the bifurcation between natural and lab-grown diamonds emerging, noting that, “You can go down the corridor and get lab grown for $45 a carat now.”
“This is really a way of saying, look, we’re not really about worrying about that,” Cook said. “We’re about creating a new level of desire for diamonds.”
Las Vegas—For the first time in 16 years, De Beers Group has created a “beacon” program, a diamond jewelry design meant to be shared industry-wide with the goal of increasing demand.
Announced by CEO Al Cook at the company’s breakfast in Las Vegas on Friday, the “Ombré Desert Diamonds” initiative will emphasize designs using warm white, champagne-, brown- and amber-colored diamonds, which De Beers will support with marketing.
Though using light yellow and brown-colored diamonds is nothing new—see Le Vian’s “Chocolate” diamonds and De Beers’ own “Talisman” collection—their widespread marketing as the centerpiece of a new beacon campaign comes at a challenging time for natural diamonds.
As the Gemological Institute of America noted last week when it announced it would begin using more general color and clarity terminology for lab-grown diamonds, man-made diamonds are increasingly colorless and of high clarity.
Emphasizing the wide range of colors possible in natural diamonds helps to set them apart from all the near-perfect lab-grown diamonds.
In an interview with National Jeweler on Friday, Cook said the process of creating this new program started with the idea of origin, wanting the customers of the future to ask, “Where is my diamond from? Is it ethical? Is it sustainable? It is responsible?”
It then evolved into wanting to reflect the “beautiful African deserts” where De Beers mines many of its diamonds while also distinguishing its natural diamonds from lab-grown stones.
“In a world where people want something unique, in a world where people are rejecting commodities, in a world where people want something that’s real, and reflects them, a Desert Diamond does exactly that,” Cook said. “Its color will be unique, and its origin will be unique, and it contrasts completely with the endless array of commoditized lab grown.
He said the industry is already seeing the bifurcation between natural and lab-grown diamonds emerging, noting that, “You can go down the corridor and get lab grown for $45 a carat now.”
“This is really a way of saying, look, we’re not really about worrying about that,” Cook said. “We’re about creating a new level of desire for diamonds.”
“That combination of a design that reflects the source we think is magical.”— Al Cook, De Beers Group
De Beers last launched a beacon in 2009 with “Everlon,” a knot-shaped design based on an ancient symbol of strength, the Hercules knot.
As with past beacons, such as the right-hand ring, De Beers will invest in media and digital campaigns to drive consumer demand for “Ombré Desert Diamonds.”
It also will make marketing collateral available to beacon participants.
In the interview, Cook noted that while past beacons, like the three-stone ring and “Center of My Universe,” have been design-centric, “Ombré Desert Diamonds” will be about more than that.
“This is going to be about design—we’re working to make the most beautiful designs out there—but it is also about the source. And that combination of a design that reflects the source we think is magical.”
In addition to the new beacon program, De Beers announced the formal launch of “Origin, De Beers Group,” a loose polished diamond program supported by the Tracr blockchain platform that allows consumers to trace a diamond back to the mine from which it originated.
For the program, the company will provide retailers with digital tools that will provide consumers access to provenance information and brand storytelling.
Also in Las Vegas, De Beers provided updates on where it is with its “Origins” strategy.
They include the following.
— De Beers has completed all airborne geophysical surveying in Angola, a “key milestone” in its exploration activities. The company first announced its intention to look for diamonds in Angola in 2022.
— It completed the first production run of industrial-grade diamonds at the former Lightbox factory in Gresham, Oregon, now called the Element Six Oregon Centre.
De Beers announced last year at JCK Las Vegas that it would quit growing diamonds for jewelry. A few weeks before this year’s shows, it announced that Lightbox, its lab-grown diamond jewelry brand, would be discontinued by summer.
— The diamond miner and marketer also noted that earlier this year, it announced that single country of origin data is now available on Tracr while DiamondProof, a countertop diamond testing device, was launched in U.S. retail stores in February.
De Beers first announced “Origins” at JCK Las Vegas 2024.
The restructuring plan is designed to cut costs and streamline the business as De Beers’ parent company, Anglo American, looks to offload the business, either through a demerger or a divestment.
During Friday’s interview, Cook said he expects the separation process to culminate in the first half of 2026, noting that there will be a process that Anglo American will start “very shortly.”
“We’re quite fortunate that we’ve got two very responsible owners who both care a lot about De Beers. As a result of that, I feel like things are going in the right direction,” Cook said.
“Having said that, the volatility of the last six months has just meant that we need to proceed in the right way and make sure that we get the right buyer, rather than right now.”
More on Sourcing
The Latest
IndependentsOct 14, 2025
Retailer Hall of Fame 2025: Tom DixonAs chairman of Schwanke-Kasten Jewelers, Tom Dixon has been tasked with honoring the past and shaping the future of the family-run store.
Events & AwardsOct 14, 2025
Here Are the Winners of the BIJC, JA ‘Emerging Jewelers’ Grant Katty Villapando Lyte and Mica Rencher received a $10,000 grant for their business, Shimmer Culture LLC.
IndependentsOct 14, 2025
Day’s Jewelers Crafts Custom Jewelry for No.1 NBA Draft Pick Cooper FlaggThe parents of the Dallas Mavericks rookie bought their engagement ring at a Day’s store in Bangor, Maine, in 1997.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
CollectionsOct 10, 2025
Count Down to the Holidays With Astrid & Miyu’s Advent CalendarsThe trio of Advent calendars include a version with 18-karat gold and lab-grown diamond jewelry in a red lacquer jewelry box.
Weekly QuizOct 09, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsOct 10, 2025
Piece of the Week: Marla Aaron’s ‘Nymphenburg Lock’Created in collaboration with Nymphenburg Porcelain, the lock is part of a four-piece collection that took two years to bring to fruition.
MajorsOct 10, 2025
Frederick Goldman Names New VP of SalesJewelry industry veteran Alisa Bunger has taken on the role.
Brought to you by
JA New York Fall Is Right Around the CornerThe upcoming show provides savvy retailers with the opportunity to stock their cases with best sellers in advance of the holiday season.
AuctionsOct 09, 2025
This Fabergé Egg Could Crack $27M At Auction“The Winter Egg” set the world auction record for a Fabergé piece twice at previous Christie’s sales.
MajorsOct 09, 2025
Sy Kessler Buying Watch Batteries as Silver Hits Record High The company will pay 1.5x silver’s current spot price for each pound of silver oxide batteries submitted.
CollectionsOct 09, 2025
Katkim Launches First Men’s CollectionThe line includes a “Shadow” series crafted exclusively for the new men’s offering and reimagined styles from the brand’s core collections.
SourcingOct 09, 2025
Gemfields’ Mini Mixed-Quality Ruby Auction Garners $11MThe rough on offer was recovered from a newer area at the Montepuez mine.
SourcingOct 08, 2025
In ‘Storied Diamond,’ Jared Jewelers Is Emphasizing the Journey The retailer’s new collection of engagement rings and fashion jewelry is set with natural diamonds that are traceable via blockchain.
CollectionsOct 08, 2025
Emily P. Wheeler Shifts Into Neutral for Latest ‘Ombré’ CollectionThe champagne colorway in her newest “Ombré” collection combines white and trendy brown diamonds, a departure from her usual vibrant hues.
CollectionsOct 08, 2025
Tsuba Designs Inspire Monica Rich Kosann’s New CharmsKosann partnered with the Museum of Fine Arts, Boston, to create a set of necklaces inspired by the artwork on samurai sword handguards.
CrimeOct 07, 2025
Men Who Posed as Utility Workers Found Guilty in Jeweler’s MurderCarlos Jose Hernandez and Joshua Zuazo face life in prison for the October 2024 murder of 72-year-old Detroit-area jeweler Hussein Murray.
CollectionsOct 07, 2025
Jessica McCormack Looks to Sea Spirits for ‘Tempest’ CollectionThe brand’s first high jewelry collection, “Tempest” plays with movement while calling to mind the folklore of the sea.
SourcingOct 07, 2025
Columbia Gem House Announces ‘Opals for Outback Heroes’ FundraiserProceeds from its jewelry raffle will go to a volunteer-run fire and rescue group in the Lightning Ridge area of New South Wales, Australia.
MajorsOct 07, 2025
Stuller Names Its S.E.R.V.E Stars for 2025Stuller said the recipients embody the company’s core values, which include community participation and personal and professional growth.
WatchesOct 06, 2025
This Fall, Citizen’s Forecast Calls for RainCitizen’s new “Rainell” women’s watch has a raindrop-shaped case and is available with a silver-, gold-, purple-, or green-colored dial.
AuctionsOct 06, 2025
The ‘Rolex That Made Rolex’ Heads to Auction at Sotheby’s The “Mercedes Gleitze Rolex Oyster,” named for the British endurance swimmer who made it famous, will go up for sale next month.
GradingOct 06, 2025
GIA India Names Former De Beers Exec as New Managing DirectorAmit Pratihari was previously the managing director of De Beers India and Forevermark India.
SourcingOct 06, 2025
SoCal 24 Karat Club Integrates Into Diamond Club West CoastMembers of the Jewelers 24 Karat Club of Southern California will gain access to expanded services, resources, and connections, DCWC said.
TrendsOct 03, 2025
Selena Gomez, Benny Blanco Tie the Knot Wearing Diamonds, White MetalsGomez’s jewelry included Tiffany & Co. drop-style earrings while Blanco stacked diamonds from Jacob & Co. on his wrist.
GradingOct 03, 2025
Grading Lab HRD Antwerp Names New CEODiamond industry banking veteran Paul De Wachter will take on the role in January 2026.
TrendsOct 03, 2025
Piece of the Week: Kallati’s Pink Sapphire RingTaylor Swift flaunts an Elizabeth Taylor-esque gemstone in promo for her new album, “The Life of a Showgirl.”
CollectionsOct 02, 2025
Boucheron Debuts Cuffs Crafted With 3D-Printed SandIts “Quantre Sand” capsule was made using a 3D sand printing technique borrowed from the automotive and aeronautics industries.
