Diamond miner De Beers Group’s GemFair and De Beers London have announced the launch of their capsule jewellery collection featuring ethically sourced artisanal diamonds.

In a January 23 media release, De Beers says this launch marks the first time that GemFair’s ethically sourced, artisanal-mined diamonds are featured in jewellery, bringing their story of supporting livelihoods to consumers.

De Beers says it is pleased to announce a collaboration between GemFair – the group’s programme to help formalise the artisanal and small-scale (ASM) diamond mining sector – and its luxury jewellery brand, De Beers London.

The company describes GemFair as a first-of-its-kind sourcing initiative that aims to transform standards and livelihoods for artisanal diamond miners by providing fair-value buying, training to improve mining and workplace practices and a formal and traceable route-to-market for ethically sourced artisanal diamonds.

Through GemFair’s proprietary digital tools and third‑party‑verified assurance programme, eligible diamonds can be traced from mine site to market.

GemFair is also part of Building Forever – De Beers Group’s commitment to sustainability – transforming rarity into responsibility by supporting meaningful impact that endures beyond diamonds for countries, communities and ecosystems.

The group says the programme’s success is measured through improvements in standards, support of livelihoods in both mining and alternative livelihoods such as farming and fishing, and traceability rather than production volume, reflecting its long-term, systems-based approach.

The capsule collection with De Beers London translates this journey into a series of creations that pair rough and polished GemFair diamonds, offering a rare and tangible expression of transformation.

The capsule collection comprises 12 unique pieces.

Sculpted by "the quiet force of rivers", De Beers notes that each diamond was individually selected for its character and quality.

“The polished diamonds were handcrafted exclusively for the capsule, while the rough diamonds remain as nature intended – an authentic and powerful tribute to the Earth’s raw beauty,” the company says.

“Through ‘Toi & Moi’ rings and the ‘Modern Lines’ set, each piece reflects a continuous dialogue between discovery and craftsmanship, honouring both the origin of the diamond and the artistry that reveals it.”

Beyond this capsule, De Beers says GemFair is now a registered supplier to De Beers London for future collections.

The company says this partnership marks an important step in strengthening the connection between exceptional diamonds, the people who discover them and the finished jewellery piece.

“We’re proud to be the first jeweller to launch a collection featuring GemFair ethically sourced diamonds, bringing not just their beauty but also the powerful story of artisanal miners to our clients,” says De Beers London CEO Emmanuelle Nodale.

“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.

“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. This collection marks an important step in our ongoing commitment to GemFair and to raising awareness of the programme’s important work.”

De Beers says it launched GemFair to lead industry efforts to formalise a transparent route to market for artisanal diamond miners, which account for around 10% of global diamond supply by value, providing a vital source of livelihood for millions of people in some of the poorest parts of the world.

The programme launched in 2018 in the Kono region of Sierra Leone, where it continues to operate today.

De Beers explains that it chose Sierra Leone to establish the GemFair programme because the government has made substantial efforts to include artisanal mining in its regulations and the country has transformed following the civil conflict that ended more than two decades ago.

"Today’s luxury is defined not only by craftsmanship but by conscience. As part of our commitment to Building Forever, GemFair plays a vital role in supporting livelihoods by formalising artisanal mining and creating fair, traceable routes to market.

“For the first time, we are bringing these diamonds to consumers through this new collection with De Beers London with pieces that celebrate the beauty of natural diamonds while telling a story of the producers’ empowerment and transformation.

“It’s an important step in our efforts to translate rarity to responsibility and create meaningful impacts that endure beyond diamonds,” says De Beers Brands & Diamond Desirability CEO Sandrine Conseiller.

Today, De Beers notes that there are more than 500 artisanal mine sites participating in GemFair, which in turn support about 7 000 direct and many more indirect livelihoods.

Since launching, GemFair has purchased more than 20 000 diamonds from participating miners and conducted more than 5 700 compliance visits to participating sites.

GemFair has also launched a programme to reclaim artisanal mine sites once mining has ended to help improve safety and environmental practices within the sector.

Since 2020, De Beers says the programme has converted almost 160 abandoned mine pits to agricultural use and donated over 1 000 kg of rice, fruit and vegetable seedlings for local communities, supporting food security and providing an alternative source of livelihoods.

“The collaboration with De Beers London marks a significant milestone for GemFair as our beautiful, ethically sourced artisanal diamonds are sold in a dedicated jewellery collection for the first time.

“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 trying to establish a model for something that had never been done before. It’s very rewarding to see GemFair diamonds set in such stunning jewellery pieces, representing a real full circle moment,” says GemFair head Steve Allan.