De Beers Group has announced a collaboration between GemFair — its programme supporting the formalisation of artisanal and small-scale diamond mining — and De Beers London. GemFair’s ethically sourced, artisanal-mined diamonds have now been set into fine jewellery, bringing their origin story directly to consumers.
Launched in 2018, GemFair was created to transform standards and livelihoods within the artisanal diamond sector through fair-value purchasing, training, improved working practices, and a fully traceable route to market. Using proprietary digital tools alongside third-party-verified assurance, eligible diamonds can be traced from mine site to finished jewel. The programme forms part of De Beers Group’s Building Forever sustainability framework, which measures success through long-term social, economic and environmental impact rather than volume.
That philosophy is expressed in a 12-piece capsule collection by De Beers London, pairing rough and polished GemFair diamonds within the same design. Each stone was individually selected: polished diamonds were cut exclusively for the collection, while rough diamonds were left untouched. From ‘Toi & Moi’ rings to the sculptural ‘Modern Lines’ set, the pieces inspire a dialogue between origin and craftsmanship, discovery and design.
GemFair is now a registered supplier to De Beers London for future collections, having met the House’s rigorous standards for quality and responsible sourcing. The partnership strengthens the link between exceptional diamonds, the communities that recover them, and the jewellery they become.
Today, more than 500 artisanal mine sites participate in GemFair, supporting around 7 000 direct livelihoods. Operating primarily in Sierra Leone’s Kono region, the programme has expanded into land rehabilitation and alternative livelihoods. The initiative reinforces De Beers’ ambition to translate rarity into responsibility — ensuring that the beauty of natural diamonds delivers lasting benefit far beyond the jewel itself.
