De Beers Group has launched a landmark collaboration between its GemFair initiative and De Beers London, debuting a twelve-piece capsule collection that features ethically sourced artisanal diamonds for the first time. GemFair serves as a pioneering sourcing program designed to formalize the small-scale mining sector by ensuring fair value, enhancing working conditions, and utilizing digital traceability to follow diamonds from the mine to the consumer. As a core component of the "Building Forever" sustainability commitment, the program prioritizes long-term community impact and ecosystem support over production volume. The new jewelry collection artfully pairs rough and polished diamonds to celebrate their natural origins and the artisanal journey, establishing GemFair as a permanent, registered supplier for the brand and bridging the gap between responsible sourcing and high-end luxury design.
