For the first time, ethically sourced artisanal diamonds from GemFair have been set into fine jewellery, marking a milestone collaboration with De Beers London that brings transparency, craftsmanship and community impact into a single collection.
The capsule collection represents a new chapter for GemFair—De Beers Group’s pioneering initiative focused on formalising the artisanal and small-scale diamond mining sector. Until now, GemFair diamonds had remained within the sourcing ecosystem; this launch introduces them directly to consumers, transforming their journey into wearable art.
Established to improve conditions and livelihoods for artisanal diamond miners, GemFair provides fair-value purchasing, training, and a verified route to market for responsibly mined diamonds. Its traceability framework allows stones to be followed from mine site to finished jewellery, reinforcing trust across the supply chain.
The twelve-piece capsule collection reflects this philosophy through design. Each creation pairs rough and polished GemFair diamonds, capturing the contrast between nature’s raw formation and human craftsmanship. Sculpted by river systems over time, the diamonds were individually selected for their character, with polished stones cut exclusively for the collection while rough diamonds remain untouched—offering a direct connection to their origin.
Designs include Toi & Moi rings and pieces from the Modern Lines suite, each exploring the dialogue between discovery and refinement. The result is jewellery that does more than sparkle—it tells a story of transformation, from ancient riverbeds to contemporary luxury.
Beyond the capsule, GemFair has now been approved as an ongoing supplier for future De Beers London collections, having met the brand’s strict standards for quality and responsible sourcing. The partnership strengthens the link between ethical production, exceptional diamonds and high jewellery design.
GemFair operates under Building Forever, De Beers Group’s sustainability framework that prioritises long-term social, environmental and economic impact. Since launching in Sierra Leone’s Kono region in 2018, the programme has grown to include over 500 artisanal mine sites, supporting approximately 7,000 direct livelihoods. More than 20,000 diamonds have been responsibly purchased through the initiative, alongside thousands of compliance checks and land rehabilitation efforts that convert exhausted mine pits into agricultural use.
The programme’s success is measured not by volume, but by improved standards, traceability and lasting community benefit—supporting alternative livelihoods such as farming and fishing while improving safety and environmental practices.
By introducing GemFair diamonds into fine jewellery for the first time, De Beers London bridges the gap between ethical sourcing and luxury consumption, offering clients a rare opportunity to engage with both the beauty of natural diamonds and the human stories behind them.