De Beers London and GemFair Unveil Capsule Collection Featuring Artisanal Diamonds

De Beers London has partnered with GemFair, a De Beers Group company dedicated to supporting artisanal and small-scale diamond mining, to launch a distinctive 12-piece capsule jewelry collection. This collaboration marks the first time that ethically sourced, artisanal-mined diamonds from GemFair are brought directly to consumers in fine jewelry. The collection aims to highlight the human stories behind these diamonds, emphasizing pride, opportunity, and positive impact on mining communities.

A First-of-Its-Kind Collaboration

The “GemFair x DBL” capsule collection represents a significant milestone, offering a tangible connection between the consumer, the diamond's origin, and the artisans who discovered it. The collection features a mix of polished and rough white and yellow diamonds sourced from Sierra Leone. Each diamond was individually selected for its unique character and quality, shaped by natural forces over millennia.

“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,” said Emmanuelle Nodale, CEO of De Beers London. “This collection marks an important step in our ongoing commitment to GemFair and to raising awareness of the programme’s important work.”

Highlighting Artisanal Diamond Stories

The collection includes designs such as “Toi & Moi” rings and the “Modern Lines” set, which comprises a bracelet, necklace, and drop earrings. The polished diamonds were handcrafted exclusively for this capsule collection, while the rough diamonds have been kept in their natural state as a tribute to the Earth’s raw beauty and the miner’s discovery.

“By introducing both rough and polished diamonds within the same creation, we offer a rare and tangible connection to each diamond’s path, from its discovery in ancient riverbeds to its transformation into a jewel,” Nodale added. The pieces retail from $25,000.

The GemFair Initiative

GemFair, launched by De Beers Group in 2018 in Sierra Leone, is a pioneering initiative designed to formalize and improve standards within the artisanal and small-scale diamond mining (ASM) sector. This sector accounts for approximately 10 percent of the global diamond supply by value and provides livelihoods for millions of people worldwide.

The program focuses on transforming standards and livelihoods by:

• Providing fair value purchasing for diamonds.
• Offering training to improve mining and working practices.
• Establishing a formal and traceable route-to-market for artisanal diamonds.

Through proprietary digital tools and third-party verified assurance, GemFair diamonds can be traced from the mine site to the market. The initiative is part of De Beers Group’s broader sustainability commitment, Building Forever, which aims to create enduring positive impact.

Impact and Sustainability

Since its inception, GemFair has expanded to more than 500 artisanal mining sites, supporting around 7,000 direct livelihoods and many more indirect ones. The program has purchased over 20,000 diamonds from participating miners and conducted thousands of compliance visits to ensure adherence to standards.

Beyond sourcing, GemFair is also committed to environmental responsibility. It has launched a program to reclaim abandoned mine sites, converting nearly 160 former mining pits into agricultural land since 2020. This initiative supports local communities by enhancing food security and providing alternative livelihood opportunities.

Steve Allan, Head of GemFair, expressed his satisfaction with the collaboration: “GemFair makes a tangible difference to the lives of the artisanal miners involved in the programme and it’s a great privilege to help tell their stories through the diamonds that we source and sell. We’ve come a long way since starting out as a pilot programme… It’s very rewarding to see GemFair diamonds set in such stunning jewellery pieces, representing a real full circle moment.”

Future of the Partnership

GemFair is now a registered supplier to De Beers London, meeting the brand’s stringent standards for quality and responsible sourcing. This formal integration signals a long-term commitment and paves the way for future collections that will continue to showcase the beauty and ethical origins of artisanal diamonds.