Purvi Shah will join the Responsible Jewellery Council (RJC) as executive director on February 7, 2026. The post was last occupied by Melanie Grant who left in January 2025.

Currently De Beers Group’s head of Ethical and Sustainable Value Chains, Shah has more than 15 years’ experience advancing sustainability and responsible business practices in the jewellery industry.

“I am honoured to join the RJC at a pivotal moment for our industry as we work together to shape a future rooted in transparency, accountability and sustainability. Responsible business is essential to consumer trust, commercial resilience and long-term value creation,” said Shah.

At De Beers, Shah spearheaded transformative initiatives that embedded responsible practices into commercial strategy and operations across the diamond value chain, such as the De Beers Best Practice Principles and Pipeline Integrity programmes. 

She has served as an RJC Board Member since 2023 and as co-chair of the RJC Standards Committee since 2018, playing a key role in the development and launch of the Council’s three leading industry standards: the Code of Practices COP 2024; the Chain of Custody COC 2024 and the Laboratory-Grown Materials Standard LGMS 2025.

Shah also leads the Nomenclature Committee of the World Jewellery Confederation (CIBJO), where she has guided the creation of globally aligned definitions for ESG and sustainability-related marketing terminology, supporting harmonised practices across the sector.

RJC Chairman Dave Meleski said, “Purvi has demonstrated exceptional leadership and vision in advancing ethical business practices across the jewellery and watch sector. Her ability to connect commercial realities with sustainability ambition, and to unite stakeholders behind shared goals, makes her the ideal leader to guide the RJC into its next chapter.”