De Beers Group Unveils Desert Diamonds at JGW
- Written by Media Outreach
A COMMITMENT TO ENHANCE NATURAL DIAMOND DEMAND THROUGH “ORIGIN” STRATEGY
HONG KONG SAR - Media OutReach Newswire - 3 October 2025 - From September 17th to 19th, 2025, De Beers Group, the world's leading diamond company, made a dazzling appearance at the Jewellery & Gem WORLD, unveiling the exceptional allure of "Desert diamonds" - gradient-coloured natural diamonds. During the event, De Beers Group highlighted its diamond traceability strategy -"Origin", demonstrating its unwavering commitment to driving demand for natural diamonds.
(From left to right) Feriel Zerouki, Chief Trade and Industry Officer, De Beers Group, Mahiar Borhanjoo, Chief Commercial Officer, SVP Polish, De Beers Group, and Lynn Serfaty, General Manager of Natural Diamond Category Marketing, De Beers Group, officiate at the lion dance ceremony to kick start De Beers Group’s Show & Tell.
Senior executives from De Beers Group attending the event included Paul Rowley, Executive Vice-President, Diamond Trading, Feriel Zerouki, Chief Trade and Industry Officer, Mahiar Borhanjoo, Chief Commercial Officer, SVP Polish, Lynn Serfaty, General Manager of Natural Diamond Category Marketing, and Wesley Tucker, CEO of Tracr, presented at the event. They engaged in discussions with industry guests about the future development trends of natural diamonds, demonstrating De Beers Group's commitment to continue investing in resources and driving collective industry efforts to promote natural diamonds. Through these initiatives, the group consistently conveys the core attributes of natural diamonds—rarity, value, and heritage — while igniting desire and aspiration among a new generation of consumers. 
Paul Rowley, Executive Vice-President, Diamond Trading, De Beers Group at the Breakfast Meeting; Lynn Serfaty, General Manager of Natural Diamond Category Marketing, De Beers Group (second from right, top image), and Loletta Lai, VP, Natural Diamonds APAC, De Beers Group (first from left, top image), attended the De Beers Group Natural Diamond Leadership Forum, "Unlocking Growth in the Greater China Market: Opportunities and Challenges for the Natural Diamond Industry", interacting with guests.
At the Show & Tell, experts from the "Origin", Institute of Diamonds, and Science and Technology came together to showcase the Group's innovative technologies and cutting-edge technology in the fields of diamond traceability and detention instruments. "Origin" is De Beers' brand-new diamond traceability program. Powered by Tracr, it enables consumers to explore the origin and supply chain of each De Beers diamond. It empowers retailers to share the unique stories behind De Beers' natural diamonds, deepening the emotional connection between diamonds and wearers. Furthermore, consumers can access information about their purchased diamonds, including rarity rating and details about the social impact programs supported by each diamond. This initiative not only provides consumers with the opportunity to purchase natural diamonds mined by the De Beers Group but also provides comprehensive assurance, highlighting ethical sourcing as a key component of De Beers' overall marketing strategy. De Beers Group's Desert diamond initiative captivates visitors with their delicate colour gradient, transitioning from warm white to champagne and amber, creating rich and harmonious visual layers that made them a highlight at Jewellery & Gem WORLD. By blending the inherent rarity of natural diamonds with the vast desert, these diamonds evoke emotional resonance among a new generation of consumers through their differentiated value, reinterpreting the enduring allure and extraordinary value of natural diamonds. De Beers Group drew inspirations from the geological wonders of the desert—the birthplace of natural diamonds—blending desert elements with the unique characteristics of natural diamonds. Through narrative-driven spatial design and interactive elements, De Beers Group translated its strategies and the value of natural diamonds into tangible realities, showcasing the breathtaking beauty and profound significance of Desert Diamonds. Paul Rowley, Executive Vice-President, Diamond Trading, De Beers Group, stated: "We are honoured to participate in Jewellery & Gem WORLD and engage in in-depth discussions with our partners. It provided a valuable opportunity to share De Beers Group's strategies and explore the future of the natural diamond industry. China is a crucial part of our global strategy, and we are committed to continuing our collaboration with all partners. Through comprehensive market education and communication, we aim to help more consumers appreciate the rarity of natural diamonds and deeply recognize the enduring emotions and generational significance they carry." Building a Sustainable Future for Natural Diamonds During the three-day exhibition, De Beers Group successfully hosted multiple events, including a...