e Beers has unveiled new downstream strategic initiatives designed to stimulate consumer demand for natural diamonds

De Beers has unveiled new downstream strategic initiatives designed to stimulate consumer demand for natural diamonds and highlight the unique advantages of its polished diamonds.

Recently, De Beers Group unveiled its new Ombré Desert Diamonds jewelry collection for the first time. The collection is part of its "iconic" Beacon jewelry concept and is the first product launched under this concept in more than a decade. Beacon aims to encourage industry participation in the marketing of natural diamonds by introducing innovative jewelry concepts.

The Ombré Desert Diamonds collection is inspired by the geological wonders of the desert, where many natural diamonds are produced. The collection features diamonds in a variety of colors such as warm white, champagne and amber, creating a gradient effect in a multi-stone setting.

De Beers Group will launch a series of media and digital publicity activities to promote Ombré Desert Diamonds, hoping to increase end-user demand at the point of sale; it will also provide relevant marketing materials for retailers.

Since the classic "eternity ring" and "three-stone ring", De Beers Group's "iconic" jewelry products are committed to igniting consumers' yearning for natural diamond jewelry through emotional retail concepts.

In addition to the "iconic" new products, De Beers Group's diamond traceability-Origin, De Beers Group plan has also been officially launched. This is the brand's polished diamond product system, emphasizing the transparency of the product's origin and brand story.

Through the diamond traceability plan, consumers can use the Tracr blockchain platform to track the origin of diamonds and their complete supply chain path. Consumers can also get more information about the diamonds they purchased, including scarcity ratings and positive social impact projects supported by the diamond.

The group will provide retailers with advanced digital tools to enhance consumers' interactive experience and make De Beers' natural polished diamonds stand out in the market.

Al Cook, CEO of De Beers Group, said: “The return of the ‘Iconic’ jewellery concept after more than a decade heralds an exciting new chapter in our journey to showcase the unique charm of natural diamonds; and the ‘Diamond Traceability’ program will connect consumers to the profound stories behind natural diamonds - including the communities they give back to, their origins, and the far-reaching positive impact they have.”