De Beers Unveils GemFair Capsule Jewellery Collection Showcasing Ethically Sourced Artisanal Diamonds
Diamond mining company De Beers Group, through its GemFair programme and luxury jewellery brand De Beers London, has announced the launch of a capsule jewellery collection featuring ethically sourced artisanal diamonds.
In a media release issued on January 23, De Beers said the launch marks the first time GemFair’s ethically sourced, artisanal-mined diamonds have been incorporated into fine jewellery, bringing their story of responsible sourcing and livelihood support directly to consumers.
The collaboration brings together GemFair—De Beers Group’s initiative to help formalise the artisanal and small-scale (ASM) diamond mining sector—and De Beers London, its flagship luxury jewellery brand.
De Beers describes GemFair as a first-of-its-kind sourcing programme designed to improve standards and livelihoods in artisanal diamond mining.
The initiative provides fair-value purchasing, training to enhance mining and workplace practices, and a formal, transparent, and traceable route to market for ethically sourced artisanal diamonds.
Through GemFair’s proprietary digital tools and a third-party verified assurance programme, eligible diamonds can be traced from mine site to market. GemFair is also a key component of Building Forever, De Beers Group’s sustainability framework, which aims to transform rarity into responsibility by creating lasting positive impacts for communities, countries, and ecosystems.
The company said the programme’s success is measured not by production volumes, but by improvements in standards, strengthened livelihoods—including alternative income sources such as farming and fishing—and enhanced traceability, reflecting a long-term, systems-based approach.
The capsule collection translates this journey into jewellery designs that pair rough and polished GemFair diamonds, offering a rare and tangible expression of transformation.
The collection comprises 12 unique pieces, each inspired by the quiet force of rivers. Every diamond was individually selected for its distinctive character and quality.
According to De Beers, the polished diamonds were handcrafted exclusively for the collection, while the rough diamonds are presented in their natural form, celebrating the Earth’s raw beauty.
Designs such as the “Toi & Moi” rings and the “Modern Lines” set highlight the dialogue between discovery and craftsmanship, honouring both the diamond’s origin and the artistry that reveals it.
Beyond the capsule collection, De Beers confirmed that GemFair is now a registered supplier to De Beers London for future jewellery collections.
The partnership represents an important step in strengthening the connection between exceptional diamonds, the artisanal miners who discover them, and the finished jewellery pieces.
De Beers London Chief Executive Officer Emmanuelle Nodale said the company is proud to be the first jeweller to introduce a collection featuring GemFair diamonds.
She noted that combining rough and polished stones within a single creation offers clients a rare connection to each diamond’s journey, from its discovery in ancient riverbeds to its transformation into fine jewellery.
“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,” Nodale said.
De Beers launched GemFair in 2018 in Sierra Leone’s Kono region to help formalise a transparent route to market for artisanal diamond miners, who account for approximately 10 percent of global diamond supply by value and support millions of livelihoods worldwide.
Sierra Leone was selected due to government efforts to regulate artisanal mining and the country’s post-conflict transformation following its civil war more than two decades ago.
Today, GemFair works with more than 500 artisanal mine sites, supporting around 7,000 direct livelihoods and many more indirectly. Since its inception, the programme has purchased more than 20,000 diamonds and conducted over 5,700 compliance visits.
GemFair has also implemented mine site reclamation initiatives to improve safety and environmental practices.
Since 2020, the programme has converted nearly 160 abandoned mine pits into agricultural land and donated more than 1,000 kilograms of rice, fruit, and vegetable seedlings to local communities, supporting food security and alternative livelihoods.
De Beers Brands and Diamond Desirability CEO Sandrine Conseiller said the collaboration reflects the company’s belief that modern luxury is defined by both craftsmanship and conscience.
She described the collection as an important milestone in translating the beauty of natural diamonds into enduring social impact.
GemFair Head Steve Allan said the partnership with De Beers London represents a full-circle moment for the programme, noting that it is deeply rewarding to see ethically sourced artisanal diamonds set in fine jewellery for the first time and used to tell the stories of the communities behind them.
