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
MajorsJan 26, 2026
Francesca’s To Close All StoresThe retailer operates more than 450 boutiques across 45 states, according to its website.
MajorsJan 26, 2026
BIJC Names 5 New Board MembersThe new members’ skills span communications, business development, advocacy, and industry leadership.
CollectionsJan 26, 2026
Tiffany & Co. Celebrates 189 Years of Love StoriesThe jeweler’s 2026 Valentine’s Day campaign, “Celebrating Love Stories Since 1837,” includes a short firm starring actress Adria Arjona.
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.
GradingJan 26, 2026
DCA Updates Colored Gemstone CourseThe new features include interactive flashcards and scenario-based roleplay with AI tools.
Weekly QuizJan 22, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsJan 23, 2026
Watches of Switzerland Acquires 4-Store Jewelry Chain in TexasFamily-owned jewelry and watch retailer Deutsch & Deutsch has stores in El Paso, Laredo, McAllen, and Victoria.
WatchesJan 23, 2026
Damiani Group to Acquire Baume & MercierThe Italian luxury company purchased the nearly 200-year-old Swiss watch brand from Richemont.
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.
TrendsJan 23, 2026
Martin Katz’s Earrings Call to Mind Wintry Weather Micro-set with hundreds of diamonds, these snowflake earrings recreate “winter’s most elegant silhouette,” and are our Piece of the Week.
MajorsJan 23, 2026
Rembrandt Charms Names New Director of Creative, Brand StrategyElla Blum was appointed to the newly created role.
Supplier BulletinJan 22, 2026
The Rise of Centralized Sourcing in the Colored Gemstone MarketSponsored by RapNet
MajorsJan 22, 2026
Lugano Diamonds Finds a BuyerInvestment firm Enhanced Retail Funding, a division of Gordon Brothers, was the successful bidder.
MajorsJan 22, 2026
Swarovski Appoints New North America PresidentRetail veteran Sindhu Culas has stepped into the role.
MajorsJan 22, 2026
Stuller Names New Chief Merchandising, Marketing, Sales OfficerTaylor Burgess, who has been at Stuller since 2013, was promoted to the newly created role.
PodcastsJan 21, 2026
Episode 1: High Gold Prices, the Diamond Dilemma, & What’s NextWas 2025 a good year for jewelers? Did lab-grown diamonds outsell natural? Find out on the first episode of the “My Next Question” podcast.
EditorsJan 21, 2026
6 Jewelry Designers Poised to Have a Breakout Year in 2026Whether you recognize their jewels or are just discovering them now, these designers’ talent and vision make them ones to watch this year.
SourcingJan 21, 2026
Tucson Preview 2026: Earthy Tones and Innovative Shapes Buyers are expected to gravitate toward gemstones that have a little something special, just like last year.
CrimeJan 21, 2026
4 Men Charged in $1.7M California Smash-and-Grab Jewelry Store RobberyPlus, JSA’s Scott Guginsky discusses the need for jewelers to take more precautions as the gold price continues to climb.
IndependentsJan 21, 2026
Delaware Jeweler Felice Morris Dies at 91Morris’ most cherished role was being a mother and grandmother, her family said.
CollectionsJan 21, 2026
Bulgari Weaves New Collection of ‘Vimini’ Creations“Vimini” is the first chapter of the “Bulgari Eternal” collection that merges archival pieces with modern creations.
Events & AwardsJan 21, 2026
Jewelers Mutual’s ‘Conversations’ Retreat Returns to Discuss AIThe third edition will be held in Half Moon Bay, California, in April.
Events & AwardsJan 20, 2026
These Are the 5 Finalists for the David Yurman Gem Awards GrantThe grant is in its first year and was created to recognize an exceptional fine jewelry designer whose star is on the rise.
ColumnistsJan 20, 2026
First-Party Data Is the Most Valuable Asset Jewelers Have in 2026Data built on trust, not tracking, will be key to success going forward, as the era of “borrowed attention” ends, Emmanuel Raheb writes.
MajorsJan 20, 2026
Borsheims Hires New Assistant Facilities ManagerHeath Yarges brings two decades of experience to the role.
EditorsJan 16, 2026
Remembering Pete Yantzer for His Contributions and His Kindness Pete’s boundless curiosity extended beyond diamond cut and he was always eager to share his knowledge with others, no matter the topic.
FinancialsJan 16, 2026
Richemont’s Jewelry Brands Shine in Q3Cartier, Van Cleef & Arpels, Buccellati, and Vhernier had another successful holiday season, Richemont reported this week.
TrendsJan 16, 2026
Diane Lane's Brooch Buzzes at the 2026 Golden GlobesOur Piece of the Week is Lagos’ “Bee” brooch that was seen on the red carpet for the first time on Sunday.
