Building confidence in the natural diamond category with industry partners, guided by the Building Forever and diamond traceability strategies

HONG KONG SAR – Media OutReach Newswire – 24 September 2026 – 16 to 19 September, De Beers Group participated in Jewellery & Gem WORLD Hong Kong (JGW), presenting an immersive experience centred on Desert diamonds. Drawing inspiration from the wonders of nature and the artistry of human craftsmanship, the showcase created a captivating space that brought the story of natural diamonds to life. Following its successful Asian debut in Shanghai in July, Desert diamonds returned to Hong Kong as De Beers Group's first major beacon initiative in more than a decade and its largest category-marketing investment in 15 years. The activation reaffirmed the Group's commitment to strengthening long-term confidence in the natural diamond category, working alongside strategic partners across the value chain and guided by its Building Forever sustainability framework and diamond traceability strategy. Industry leaders convene to shape the future De Beers Group Chief Executive Officer Al Cook, Executive Vice President of Diamond Trading Paul Rowley, General Manager of Natural Diamonds Lynn Serfaty and Vice President of Natural Diamonds APAC Loletta Lai attended the Group's breakfast meeting, where they exchanged views with industry partners from around the world. Distinguished guests included Lekoko S. Kenosi, Ambassador of Botswana to China; Lin Qiang, President of the Shanghai Diamond Exchange; Nosiphiwo Mzamo, Chief Executive Officer of the State Diamond Trader of South Africa; Amber Pepper, Chief Executive Officer of the Natural Diamond Council; Jillian Wolk, Chief Executive Officer of Tracr and Annie Wong, Chief Operating Officer of Chow Tai Fook Jewellery Group. Together with De Beers Group leadership and other attendees, they discussed future opportunities and areas for collaboration across the natural diamond industry. "We firmly believe that natural diamonds have an enduring future, and we remain confident in the long-term opportunity presented by the Chinese market. China has always been one of De Beers Group's most important markets. For more than half a century, we have built deep and enduring relationships with retailers, consumers, governments and industry partners. We continue to invest in China and launched our Desert diamonds category-marketing initiative in July this year. The campaign has already delivered encouraging results in the US market and is showing strong momentum in China. Looking ahead, we invite our industry colleagues to work together to strengthen consumer confidence in the long-term value of natural diamonds," said Al Cook, Chief Executive Officer of De Beers Group. "The natural diamond market is gradually stabilising. Supply and demand are moving towards equilibrium, while diamond prices are showing signs of recovery. The US market remains resilient and the Chinese market is also beginning to stabilise, while India, Europe, Japan and the Gulf markets are providing further momentum for industry growth. Global annual natural diamond production has declined from a peak of approximately 170 million carats to around 100 million carats. Effective supply management is essential to restoring market balance. Looking ahead, the industry must continue to invest in detection, grading and traceability systems, enabling consumers to distinguish clearly between natural and laboratory-grown diamonds, while advancing collective category marketing and industry collaboration." said Paul Rowley, Executive Vice President of Diamond Trading at De Beers Group. "Desert diamonds are such a gift. They resonate with Chinese philosophies of resilience, transcendence and harmony between humanity and nature, while building a bridge between southern Africa and China. Through the Asian launch of Desert diamonds, retailer partnerships, social media communications and media engagement, we aim to further support China's focus on quality consumption and help more consumers understand and appreciate the enduring value of natural diamonds," says Lynn Serfaty, Managing Director of Natural Diamonds at De Beers Group shared her perspective on the emotional and cultural resonance of natural diamonds in China. An immersive journey from earth to adornment Following the breakfast meeting, De Beers Group officially unveiled its Show & Tell experience, inviting global industry guests on an immersive journey that combined visual, tactile and emotional storytelling. Visitors entering the space were transported through the changing light of a vast desert landscape. Exterior screens depicted rolling sand dunes, while the interior brought together contemporary exhibition design and traditional Chinese bamboo-weaving craftsmanship, an element of China's intangible cultural heritage. Artist Xu Mingyu created sharply faceted geometric display cases inspired by the...