De Beers London, GemFair Debut New Collection Highlighting Artisanal Diamonds

The collection marks the first time GemFair’s artisanal diamonds will be brought directly to consumers.

London—GemFair, a De Beers Group company focusing on artisanal and small-scale diamond mining, has partnered with De Beers London to create a jewelry collection focusing on the story of artisanal diamonds.

The “GemFair x DBL” capsule collection is the first time that these artisanal diamonds are brought directly to consumers.

It comprises 12 pieces featuring polished and rough white and yellow diamonds from Sierra Leone, individually selected for their character and quality.

The polished stones were handcrafted exclusively for the capsule while the rough were kept “as nature intended” as an authentic and powerful tribute to the Earth’s raw beauty, said De Beers.

The pieces range from “Toi & Moi” rings to the “Modern Lines” set, which includes a bracelet, necklace, and drop earrings.

“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 program’s important work.”

The DBL x GemFair capsule collection retails from $25,000.

GemFair is a first-of-its-kind sourcing initiative that aims to transform standards and livelihoods for artisanal diamond miners by providing fair value purchasing, training to improve mining and working practices, and a formal and traceable route-to-market for artisanal diamonds.

It was created by De Beers Group to lead industry efforts to formalize a transparent route to market for artisanal diamonds miners, which make up about 10 percent of the global diamond supply by value, and provide a livelihood for the people in the mining communities.

Since it began in 2018 in the Kono region of Sierra Leone, GemFair has expanded to more than 500 artisanal mining sites, supports about 7,000 direct and even more indirect livelihoods, and has purchased more than 20,000 diamonds from participating miners.

GemFair is a part of Building Forever, De Beers Group’s commitment to sustainability, and is now a registered supplier to De Beers London for future collections.

It has also launched a program to reclaim artisanal mine sites once mining has ended to help improve safety and environmental practices within the sector, with almost 160 abandoned mines being converted to agricultural use that supports the local communities’ food security and livelihoods.

“GemFair makes a tangible difference to the lives of the artisanal miners involved in the program and it’s a great privilege to help tell their stories through the diamonds that we source and sell,” said Steve Allan, the head of GemFair.

“We’ve come a long way since starting out as a pilot program 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 jewelry pieces, representing a real full circle moment.”