De Beers has unveiled new downstream propositions focused on driving desire for natural diamonds as a category and differentiating polished diamonds sourced from the group.

The Ombré Desert Diamonds jewellery collection recently debuted under its “Beacon” initiative – a jewellery concept that enables various industry businesses to participate in a category marketing idea. This marked the first “Beacon” product from De Beers in over a decade.

Inspired by desert landscapes from which many natural diamonds originate, the Ombré Desert Diamonds line features multi-stone ombre designs in warm whites, champagne tones and amber hues. 

A series of media and digital campaigns will follow to promote Ombré Desert Diamonds, with an aim to boost consumer demand at the point of sale. De Beers Group will also provide marketing collateral to support retailers.

De Beers Group beacons, which have previously included the eternity ring and three-stone ring, are focused on driving desire for natural diamond jewellery by introducing new emotionally compelling retail propositions. 

In addition to the new beacon product, the company formally launched “Origin, De Beers Group” – a branded polished diamond offering that focuses on transparency and brand storytelling. 

Through the Origin programme, consumers can trace the origin and journey of their diamond throughout the value chain using the Tracr blockchain platform.

Consumers can also access a range of information about their purchase, including its rarity score and the social impact programmes it has supported. 

Origin, De Beers Group will provide retailers with advanced digital tools to enhance consumer engagement and to differentiate De Beers-sourced polished diamonds in the market.

“The launch of our first beacon in over a decade marks an exciting new era in showcasing the magic of natural diamonds, while Origin, De Beers Group connects people with the powerful stories behind natural diamonds – the communities they help support, the landscapes they come from, and the meaningful impact they create,” said De Beers Group’s CEO Al Cook.