De Beers and GemFair release capsule jewellery Collection

De Beers Group is pleased to announce a collaboration between GemFair, the company’s programme to help formalise the artisanal and small-scale diamond mining (ASM) sector, and its luxury jewellery brand, De Beers London, to bring the story and beauty of GemFair’s ethically sourced, artisanal diamonds to consumers for the first time.GemFair is a first-of-its-kind sourcing initiative that aims to transform standards and livelihoods for artisanal diamond miners by providing fair value purchasing, training to improve mining and working practices and a formal and traceable route-to-market for ethically sourced artisanal diamonds. Through GemFair’s proprietary digital tools and third‑party‑verified assurance programme, eligible diamonds can be traced from mine site to market.
GemFair is also part of Building Forever – De Beers Group’s industry-leading commitment to sustainability – transforming rarity into responsibility by supporting meaningful impact that endures beyond diamonds for countries, communities and ecosystems. The programme’s success is measured through improvements in standards, support of livelihoods in both mining and alternative livelihoods like farming and fishing, and traceability rather than production volume, reflecting its long-term, systems-based approach.The capsule collection with De Beers London translates this journey into a series of creations that pair rough and polished GemFair diamonds, offering a rare and tangible expression of transformation. Comprising twelve unique pieces, the capsule collection celebrates the House’s intimate relationship with the source. Sculpted by the quiet force of rivers, each diamond was individually selected for its character and quality. The polished diamonds were handcrafted exclusively for the capsule, while the rough diamonds remain as nature intended – an authentic and powerful tribute to the Earth’s raw beauty.