This launch marks the first time that GemFair’s ethically sourced, artisanal-mined diamonds are featured in jewellery, bringing their story of supporting livelihoods to consumers LONDON, UK - Media OutReach Newswire - 2 February 2026 - De Beers Group is pleased to announce a collaboration between GemFair, the company's programme to help formalise the artisanal and small-scale diamond mining (ASM) sector, and its luxury jewellery brand, De Beers London, to bring the story and beauty of GemFair's ethically sourced, artisanal diamonds to consumers for the first time. Gemfair And De Beers London Launch Capsule Jewellery Collection Featuring Ethically Sourced Artisanal Diamonds 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 ethically sourced artisanal diamonds. Through GemFair's proprietary digital tools and third‑party‑verified assurance programme, eligible diamonds can be traced from mine site to market.