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
WatchesApr 16, 2026
Cartier Brings Back the RoadsterThe “watchmaker of shapes” debuted the reworked version of the vintage sports car-inspired timepiece at Watches & Wonders.
IndependentsApr 16, 2026
Edge Retail Academy Updates Leadership TeamAs demand for jewelry retail coaching grows, the company has established a dedicated business coaching leadership team.
MajorsApr 16, 2026
Stuller’s Latest Mountings Catalog Is Out NowThe “Mountings 2026-2027” catalog showcases Stuller’s largest and most diverse assortment to date with more than 400 new mounting styles.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
CrimeApr 16, 2026
FBI Issues Warning to Refineries, Retailers Due to High Price of GoldThe alert states that burglary crews are targeting jewelry businesses and details how jewelers and refineries can protect themselves.
Weekly QuizApr 16, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
PodcastsApr 15, 2026
Episode 4: The Natural Diamond DilemmaSally Morrison and Mark Klein discuss De Beers’ first beacon in 16 years and the mistake the industry made with lab-grown diamonds.
MajorsApr 15, 2026
Spark Creations’ Randy McKenzie Dies at 72 McKenzie spent 45 years with Spark Creations and is remembered for being kind, dedicated, and hardworking.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
WatchesApr 15, 2026
These Are the New Rolex Watches for 2026Rolex focused exclusively on the Oyster Perpetual this year, as the model is celebrating its 100th anniversary.
FinancialsApr 15, 2026
Kering’s Jewelry Shines in Q1, Gucci’s Struggle ContinuesThe luxury giant discussed the Middle East conflict and its transformation plans, hinting at a stronger jewelry presence in North America.
TechnologyApr 15, 2026
This Jewelry Brand’s Video Series Is Up for a Webby Award“Diamond Divas,” a social media reality series by Shahla Karimi Jewelry, is nominated in the “Best Social: Fashion & Beauty” category.
FinancialsApr 14, 2026
LVMH’s Q1 Sales Sink 6% Amid Middle East ConflictPlus, how Saks Global’s bankruptcy affected the luxury giant’s first quarter.
SourcingApr 14, 2026
International Jade Summit to Return to MontereyPresented by Mason-Kay Jade, the summit, in its second year, will again be held during the Monterey Bay Jade Festival.
Events & AwardsApr 14, 2026
CBG Releases Details for Las Vegas ShowThe group has announced its lineup of speakers and a new “Rising Stars” pavilion.
CollectionsApr 13, 2026
Uniform Object’s New Jewelry Collection Centers on the ‘Carbon Form’The “Carbon Form” collection explores the contrast between high and low materials, using rubber cord alongside 18-karat gold and gemstones.
Events & AwardsApr 13, 2026
JA Accepting 2026 Impact Initiative ApplicationsThe program provides essential funding to organizations for projects that enhance the jewelry industry.
Events & AwardsApr 13, 2026
Couture Announces New Show in MiamiThe jewelry trade show is launching its first open-to-the-public event in Coconut Grove this November.
CrimeApr 13, 2026
JSA Offers Reward in Oregon Jewelry Store Armed RobberyJSA is seeking information about the gunpoint robbery of a Kay Jewelers location in Oregon’s Washington Square Mall.
WatchesApr 10, 2026
These Watches Have Increased in Value the Most Since 2018, Says Chrono24The top-performing watch models may be surprising, with Rolex and several popular pandemic-era picks notably absent from the top 20.
CollectionsApr 10, 2026
Ophelia Eve’s Toggle Pendant Holds Your SecretsThe “Scroll” toggle pendant, our Piece of the Week, opens to reveal a hidden message, mantra, or love letter written on washi paper.
ColumnistsApr 09, 2026
Jewelry Demand Isn’t Stronger, Prices Are Just Higher Jewelers who misinterpret the state of the jewelry market risk employing the wrong retail strategy, cautions columnist Sherry Smith.
MajorsApr 09, 2026
Tiffany & Co. Promotes Nathalie Verdeille to SVP, Chief Artistic OfficerIn her newly expanded role, she will continue to oversee the jewelry category, as well as watches, home, and accessories.
WatchesApr 09, 2026
Jacob & Co. Rolls Out Its Sequel to ‘The Godfather’ Musical Watch“The Godfather II” watch plays two melodies from the mob film’s score, “The Godfather’s Waltz” and “The Godfather Love Theme.”
Events & AwardsApr 09, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerOrganizers have also introduced the new JCK Talks Signature Series, as well as an offering of watch-focused workshops and lectures.
SourcingApr 09, 2026
AGA To Honor ‘Quiet Leadership’ With New AwardThe Alan Hodgkinson Medal recognizes gemologists who are consistently generous with their time and expertise.
WatchesApr 09, 2026
Oris Names New CEO, CFOThe Swiss watchmaker is changing up its executive leadership team as part of a restructuring.
CollectionsApr 08, 2026
Hearts On Fire Celebrates 30 Years By Asking a QuestionThe “What’s Your Signature?” campaign invites women to think about how they see themselves.
