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
TrendsAug 13, 2025
Cristiano Ronaldo Proposes With Gigantic Oval-Cut DiamondModel Georgina Rodríguez received a rock of an engagement ring, with her diamond estimated to be 35 carats, experts say.
TrendsAug 13, 2025
Colorado Jeweler, Whiskey Maker Collab on Ring GiveawayThree winners will receive a custom ring from Honest Hands Ring Co. inlaid with a piece of history from Denver-based distillery Stranahan’s.
SurveysAug 13, 2025
These Are The 25 Hottest Retailers, Says NRFJD Sports and Wawa were among the fastest-growing retail companies in the U.S. last year.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
SourcingAug 12, 2025
Gemfields Sells Fabergé for $50MAcquired by a tech investor, the historic brand will continue to focus on jewelry, accessories, and timepieces.
Weekly QuizAug 08, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Policies & IssuesAug 12, 2025
Higher Tariff on Chinese Imports Paused for 90 Days, Trump SaysPresident Donald Trump issued an executive order extending the pause on higher tariffs to November as negotiations with China continue.
CollectionsAug 12, 2025
Jacquie Aiche’s New Collection Harnesses the Energy of the ThunderbirdThe “Thunderbird Slab” collection features a thunderbird motif as a symbol of power, protection, and boundless possibility.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
ColumnistsAug 12, 2025
Creative Connecting: How to Take a Better HeadshotColumnists Jen Cullen Williams and Duvall O’Steen share tips on how to elevate your professional image.
CrimeAug 11, 2025
Man Convicted of First-Degree Murder in Death of Colorado JewelerPeter Damian Arguello, a jeweler in the Denver suburb of Wheat Ridge, was found dead inside his store in November 2023.
IndependentsAug 11, 2025
Lisa Bridge to Depart Ben Bridge JewelerThe retailer, owned by Berkshire Hathaway, is becoming part of the Berkshire Hathaway Jewelry Group with Helzberg.
Events & AwardsAug 11, 2025
Bethenny Frankel to Give Keynote at CBG’s Experience ShowThe Continental Buying Group’s 2025 Tampa Experience Show is slated for Sept. 8-10.
EditorsAug 11, 2025
The Colors Expected to Be On-Trend in a Couple YearsAssociate Editor Lauren McLemore recently attended a fabrics trade show where a trend forecaster shared her predictions for summer 2027.
FinancialsAug 08, 2025
Brilliant Earth’s Q2 Sales Up 3% as Engagement Ring Sales RiseThe company raised its full-year sales guidance while noting it has not yet assessed the potential impact of the latest tariff news.
Events & AwardsAug 08, 2025
GJEPC’s Jewellers for Hope Celebrates 10 Years of FundraisingThe organization has raised more than $1.3 million for charity since its inception.
TrendsAug 08, 2025
Piece of the Week: Rahaminov Diamonds’ Bezel BangleThe brand’s latest iteration of a bezel-set diamond bangle features clean lines and a timeless design for a new modern silhouette.
WatchesAug 07, 2025
Bulova’s New Collection Honors Tony BennettThe first watch in the series commemorates his participation in the Civil Rights movement, marching from Selma to Montgomery in 1965.
Lab-GrownAug 07, 2025
Chatham Releases Catalog for Loose Lab-Grown GemstonesThe catalog contains a complete listing of all the loose gemstones in stock, as well as information about the properties of each stone.
TechnologyAug 07, 2025
Rembrandt Charms Debuts New Website, Bird CharmsThe company added a retailer dashboard to its site and three new birds to its charm collection, the cardinal, blue jay, and hummingbird.
Policies & IssuesAug 06, 2025
Tariff on India to Rise to 50%, Trump Says An additional 25 percent tariff has been added to the previously announced 25 percent.
MajorsAug 06, 2025
Claire’s Files for Chapter 11 Bankruptcy AgainThe jewelry and accessories retailer plans to close 18 stores as part of the proceedings.
IndependentsAug 06, 2025
Smith & Son Jewelers to Close 107-Year-Old Location Its Springfield, Massachusetts, store is set to close as owner Andrew Smith heads into retirement.
CollectionsAug 06, 2025
Zahn-Z Swims With Whales in ‘Beluga’ CollectionDesigner Hiba Husayni looked to the whale’s melon shaped-head, blowhole, and fluke for her new chunky gold offerings.
TrendsAug 06, 2025
Paola De Luca to Release Trendbook 2027+She will present the 23rd edition of the trend forecasting book at Vicenzaoro on Sept. 7.
CrimeAug 05, 2025
Report: Suspect Arrested in 1992 Murder of Miami JewelerOmar Roy, 72, was arrested in connection with the murder of jeweler Dionisio Carlos Valladares.
CollectionsAug 05, 2025
Mignon Faget Commemorates 20th Anniversary of Hurricane KatrinaThe New Orleans-based brand’s “Beyond Katrina” jewels honor the communities affected by the storm.
ColumnistsAug 05, 2025
The PR Adviser: Affiliate Marketing Is the Cost of CoverageLilian Raji explains why joining an affiliate network is essential for brands seeking placements in U.S. consumer publications.
