De Beers Group has introduced two new downstream initiatives at the JCK Las Vegas Show, aimed at supporting demand for natural diamonds and strengthening transparency through traceability and digital tools. Ombré Desert Diamonds Marketing Concept De Beers has introduced its first new ‘beacon’ concept in over a decade, titled Ombré Desert Diamonds. The beacon is a category marketing initiative aimed at promoting natural diamond jewellery through coordinated design themes. The Ombré Desert Diamonds concept is inspired by desert landscapes in diamond-producing areas, with designs incorporating colour gradations such as whites, champagnes and ambers. Multi-stone designs were previewed at the show,…

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