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
WatchesJun 30, 2026
Pokémon Fans Will Want to Catch This New G-Shock WatchThe new watch commemorates Pokémon’s 30th anniversary.
MajorsJun 30, 2026
Saks Global Emerges From Bankruptcy With New NameThe luxury retailer is now called Exemplar Luxury Group.
CollectionsJun 30, 2026
Jade Ruzzo’s New Collection Embodies the Art of Being a LadyThe “Lady” collection is a new take on old beauty standards with gemstone-adorned hair pins and combs, a compact mirror necklace, and more.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
GradingJun 30, 2026
AGS Opens 2026 Recertification ExamAll active members who earned their credential or designation before Dec. 1, 2025, are required to recertify.
Weekly QuizJun 25, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJun 29, 2026
Briony Raymond’s New Collection Is a ‘Carousel’ of Hard StonesThe new jewelry collection uses a colorful palette of onyx, malachite, tiger’s eye, mother-of-pearl, lapis, turquoise, and coral.
IndependentsJun 29, 2026
Look Inside Lee Michaels’ Revamped Mississippi FlagshipLee Michaels Fine Jewelry is celebrating 30 years in the Ridgeland, Mississippi community.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
GradingJun 29, 2026
National Rarities Announces New Gemology ManagerSean Milliner has joined the company.
GradingJun 29, 2026
GIA to Open New London CampusClasses will begin in August at GIA’s new Canary Wharf location.
AuctionsJun 26, 2026
‘Hogback’ Diamond Ring Finds a New Home A ring set with “hogback” diamonds, an early stone cut dating to around the 16th century, sold for more than $20,000 at a U.K. auction.
CollectionsJun 26, 2026
Strength Is Sharpened Into Beauty in Kris Averi’s ‘Prism Thorn’ RingThe rainbow version of the ring, our Piece of the Week, features angel-cut, octahedral lab-grown sapphires designed to be worn as armor.
MajorsJun 26, 2026
Rembrandt Charms Debuts ‘Charms That Give Back’The new initiative donates a portion of the proceeds from select charms to charitable causes.
TrendsJun 26, 2026
Bernard James Celebrates Knicks’ Win with RingThe Brooklyn-based jeweler created a limited-edition version of its “Aura” eternity band, set with gemstones in the team’s colors.
EditorsJun 25, 2026
Out & About: How Jewelers Mutual, SCAD Are Tackling the Bench Jeweler ShortageSenior Editor Lenore Fedow headed to Savannah to learn more about the 10-year, $10 million partnership between JM and the art school.
CollectionsJun 25, 2026
Mejuri Experiments With SteelIts new capsule jewelry collection features gold-finished stainless steel pieces designed for a maximalist look without a luxury price tag.
Events & AwardsJun 25, 2026
Watches & Wonders Announces 2027 DatesThe week-long event in Geneva is slated for April 2027.
SourcingJun 25, 2026
Annie Doresca, Mark Smelzer, Sara Yood Join Gem Legacy BoardThe three industry leaders bring financial, communications, and legal expertise to the nonprofit’s board of directors.
ColumnistsJun 24, 2026
The Revenue Hiding Between Your Counter and Your Online CartJewelers are missing out by not offering this one key add-on at the online point of sale, Emmanuel Raheb writes.
CollectionsJun 24, 2026
Greenwich St. Jewelers, Jewel Boxing’s Latest Drop Is On-TrendThe fourth collaborative collection from the retailer and jewelry content creator focuses on gemstone charms and strands of colorful beads.
Events & AwardsJun 24, 2026
AGTA Accepting Entries for Spectrum 2026This year’s AGTA Spectrum & Cutting Edge Awards will feature two new categories.
SourcingJun 24, 2026
Columbia Gem House To Offer Alexandrite Melee OnlineThe collection features traceable alexandrite from Brazil in calibrated sizes that is sorted by grade.
MajorsJun 24, 2026
CaratLane Names New Chief Sales OfficerDhaval Raja has been appointed to the role.
CollectionsJun 23, 2026
Francesca Villa Goes ‘On the Road’The capsule collection looks to vintage trunk pins that echo the spirit of speed, freedom, and the mythology of the American road trip.
SourcingJun 23, 2026
New Paraíba Tourmaline Source Reportedly Discovered in EthiopiaSSEF issued a notice about the potential new source of the sought-after gemstone, citing “credible reports” from trade sources.
MajorsJun 23, 2026
Etsy Says ‘Shop Other Jeffs’ This Prime DayAs Amazon Prime Day kicks off, Etsy is encouraging shoppers to support small businesses.
Events & AwardsJun 23, 2026
AGA Announces 2026 Scholarship WinnerCole Winward is the recipient of 2026 AGA Gemological Scholarship.
