Natural Diamonds

January 29, 2025

De Beers Group is doubling down on natural diamonds, reviving their iconic ‘A Diamond is Forever’ campaign. This shift underscores the industry's renewed focus on natural diamonds. Notably, De Beers has ceased producing lab-grown diamonds and teamed up with Signet to promote natural diamonds and tell their unique story.

Signet’s 20,000 sales associates will be trained to educate customers about natural diamonds, covering their uniqueness and the socioeconomic benefits they bring to mining communities. This initiative highlights the industry's shift towards celebrating and promoting natural diamonds.

Key points included:

• The diamond industry's role in enhancing environmental and social initiatives.
• Educating consumers about the ethical practices and positive impacts of the diamond industry.
• Counteracting negative perceptions by highlighting the industry’s contributions to society, education, and the environment.
• The significant economic contributions of the diamond industry, particularly in countries like Botswana, where diamonds account for 80% of national income and support one of Africa's strongest economies.