De Beers launches Desert Diamond collection and highlights 63‑carat centennial cut at JCK Las Vegas

De Beers Group announced new "Desert Diamond" classic designs — earrings, rings, bracelets and pendants — at the JCK Las Vegas jewelry exhibition. The four‑piece line is intended to build on the 2025 "Desert Diamond" marketing programme, which lifted natural diamond sales by 4% in Q4 2025 and 9% in Q1 2026 in the United States. The collection will be released to retailers in September with training and regional targeting support, and is projected to account for about 70% of natural‑diamond jewellery purchases.

At the same event, London Jewelers marked its 100‑year anniversary by commissioning a 63‑carat rough natural diamond to be cut in Botswana into a 20.26‑carat D‑color, flawless old‑mine cushion‑cut stone. The diamond, part of De Beers’ Origin programme, will be tracked on the Tracr blockchain to verify provenance. The finished gem, one of the world’s rarest natural diamonds, was displayed at JCK Las Vegas and featured remarks from London Jewelers CEO Mark Udell, Grandview Klein Diamonds CEO Moshe Klein, De Beers CEO Al Cook and Botswana’s Minerals Ministry secretary.