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Emmanuelle Nodale, CEO of De Beers London, said: "We're proud to be the first jeweller to launch a collection featuring GemFair ethically sourced diamonds, bringing not just their beauty but also the powerful story of artisanal miners to our clients. By introducing both rough and polished diamonds within the same creation, we offer a rare and tangible connection to each diamond's path, from its discovery in ancient riverbeds to its transformation into a jewel. These pieces carry not only the beauty of the diamond itself, but also the human stories behind it — stories of pride, opportunity and meaningful impact for artisanal mining communities. This collection marks an important step in our ongoing commitment to GemFair and to raising awareness of the programme's important work."
De Beers Group launched GemFair to lead industry efforts to formalise a transparent route to market for artisanal diamond miners, which accounts for around 10 per cent of global diamond supply by value and provides a vital source of livelihood for millions of people in some of the poorest parts of the world.
The programme launched in 2018 in the Kono region of Sierra Leone, where it continues to operate today. De Beers chose Sierra Leone to establish the GemFair programme because the government has made substantial efforts to include artisanal mining in its regulation and the country has transformed following the civil conflict that ended more than two decades ago.
Sandrine Conseiller, CEO of De Beers Brands & Diamond Desirability said: "Today's luxury is defined not only by craftsmanship but by conscience. As part of our commitment to Building Forever, GemFair plays a vital role in supporting livelihoods by formalising artisanal mining and creating fair, traceable routes to market. For the first time, we are bringing these diamonds to consumers through this new collection with De Beers London with pieces that celebrate the beauty of natural diamonds while telling a story of the producers' empowerment and transformation. It's an important step in our efforts to translate rarity to responsibility and create meaningful impacts that endure beyond diamonds."
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Today, there are more than 500 artisanal mine sites participating in GemFair, which in turn support approximately 7,000 direct and many more indirect livelihoods. Since launching, GemFair has purchased more than 20,000 diamonds from participating miners and conducted more than 5,700 compliance visits to participating sites. GemFair has also launched a programme to reclaim artisanal mine sites once mining has ended to help improve safety and environmental practices within the sector. Since 2020, the programme has converted almost 160 abandoned mine pits to agricultural use and donated over 1,000 kilograms of rice, fruit and vegetable seedlings for local communities, supporting food security and providing an alternative source of livelihoods.
Steve Allan, Head of GemFair, said: "The collaboration with De Beers London marks a significant milestone for GemFair as our beautiful, ethically-sourced artisanal diamonds are sold in a dedicated jewellery collection for the first time. GemFair makes a tangible difference to the lives of the artisanal miners involved in the programme and it's a great privilege to help tell their stories through the diamonds that we source and sell. We've come a long way since starting out as a pilot programme trying to establish a model for something that had never been done before. It's very rewarding to see GemFair diamonds set in such stunning jewellery pieces, representing a real full circle moment."
About De Beers Group
Established in 1888, De Beers Group is the world's leading diamond company with expertise in the exploration, mining, marketing and retailing of diamonds. Together with its joint venture partners, De Beers Group employs more than 20,000 people across the diamond pipeline and is the world's largest diamond producer by value, with diamond mining operations in Botswana, Canada, Namibia and South Africa. Innovation sits at the heart of De Beers Group's strategy as it develops a portfolio of offers that span the diamond value chain, including its jewellery houses, De Beers London and Forevermark, and other pioneering solutions such as diamond sourcing and traceability initiatives Tracr and GemFair. De Beers Group also provides leading services and technology to the diamond industry in the form of education and laboratory services and a wide range of diamond sorting, detection and classification technology services.