Nature’s Rarest Gift: How De Beers Group is Elevating Natural Diamond Desire

On July 11 and 12, De Beers Group brought its iconic slogan “A Diamond is Forever” to life in Beijing through a two-day natural diamond workshop that fused science, aesthetics, and emotion. Set against the backdrop of a shifting luxury landscape in China, where consumers are more discerning and crave meaningful experiences, the immersive event convened gemology experts, cultural voices, and influencers for a multi-sensory experience centered on the rarity, symbolism, and evolving significance of natural diamonds.

For De Beers Group, this workshop marked more than a showcase: It was a strategic statement. As Loletta Lai, Vice President of Marketing for Natural Diamonds APAC at De Beers Group, said, “To make sure we are heard in a sustainable way to make natural diamonds relevant, matter and desirable, we are increasing our marketing investments globally to promote natural diamonds.” She articulated the group’s profound respect for the uniqueness and permanence of natural diamonds, qualities that cannot be replicated.

At the event, Lai also outlined De Beers Group’s ongoing global commitment to promoting natural diamonds through a 360-degree strategy, an all-encompassing effort aimed at augmenting consumer understanding of the symbolic depth, rarity, value, heritage and enduring beauty of the precious stones.

Beyond Romance: A Cultural Reframing of Natural Diamonds

The traditional notion that natural diamonds are solely for weddings is rapidly fading, particularly among younger Chinese consumers. De Beers Group has observed a significant rise in purchases motivated by self-reward, personal milestones, and self-expression. Natural diamonds are also increasingly seen as vessels for “Big Love”— symbols of familial bonds, enduring friendships, and cherished memories. According to the 2023 Diamond Industry Insight Report, 77 percent of consumers who bought non-bridal diamond gifts said it was the perfect way to show appreciation, while 76 percent associated the purchase with unforgettable life moments. These figures clearly indicate that natural diamonds are gaining broader and more diverse emotional significance as cherished tokens of deep affection and milestone celebrations.

“The Chinese community has always been a step ahead when it comes to self-expression,” noted Jodine Bolden, Director of Education at De Beers Institute of Diamonds (DBIoD). “They pull historic and cultural narratives forward in futuristic ways. So it’s no surprise that diamond buying  occasions here are also evolving beyond one type of purchase.”

One of the guest speakers, Lionel Lee, a Gemological Institute of America Gemologist & Fashion Influencer, echoed this sentiment. “In addition to emotional value, today’s consumers are more rational. We need to provide the market with more scientific, objective information about this precious mineral. It helps reawaken a more thoughtful understanding of its worth.” 

This cultural evolution is reshaping how natural diamonds are positioned, away from stand-alone moments and toward multi-dimensional meaning.

China’s luxury market is undergoing a profound cultural transformation, where traditional values are being reinterpreted through the lens of modern lifestyles. On one hand, consumers are seeking quality and personalization; on the other, they increasingly prioritize the cultural and emotional meaning embedded in products. The rise of guochao (China chic) and the revival of intangible cultural heritage are pushing the market away from status-driven consumption toward deeper expressions of identity. Against this backdrop, natural diamonds are no longer mere symbols of wealth or status but are imbued with renewed cultural significance. As a bridge between heritage and contemporary life, natural diamonds are being redefined in China as timeless yet modern expressions of luxury, empowering wearers with cultural confidence and space for personal storytelling.

Social media platforms are playing a pivotal role in this transformation. “Platforms like RedNote help bridge the gap, translating our professional expertise into language that resonates with consumers,” said Lee. “Creating a new visual canvas and storytelling approach is essential to reshaping how consumers perceive the enduring value of diamonds.”

The repositioning of natural diamonds in the more complex Chinese market aligns with the shift toward jingzhi consumerism, where luxury goods are not mere objects to be purchased and adorned; instead, they must be imbued with cultural and historical meaning and rooted in authenticity.

Reclaiming the 4Cs: The Science Behind the Sparkle

At the heart of the workshop was a hands-on educational experience guided by De Beers Group experts. Participants examined diamonds under microscopes to observe natural inclusions and growth patterns—reminders of the gemstone’s deep geological origins.

Through its 3D framework—Detection, Differentiation and Disclosure—De Beers underscored its commitment to transparency. The group’s traceability technologies, including blockchain and microphotography, were prominently showcased, reinforcing the authenticity of each stone.

Furthermore, De Beers Group reaffirmed the significance of the 4Cs—Cut, Color, Clarity, Carat—not just as technical benchmarks, but as storytellers of a diamond’s origin and emotional resonance. “You need to understand the technical aspects of your diamond,” explained Bolden, “but also the emotional connection. A diamond represents your most precious moments. Each one is rare, unique, timeless, and therefore, precious. So we need to speak both the romantic and the technical languages.”

The need to speak both technical and emotional languages is becoming more urgent as lab-grown diamonds proliferate. The Gemological Institute of America’s recent move to cease grading synthetic diamonds using the 4Cs framework reflects a growing industry consensus: natural diamonds possess a significance, rooted in rarity, time, and emotion, that science alone cannot replicate. It highlights a longing for authenticity deeply rooted in nature and beyond the confines of a laboratory. This shift, backed by institutional authority, reinforces the fundamental difference between natural and artificial diamonds. It affirms that natural diamonds are not simply interchangeable materials, but are rooted in enduring emotional, cultural, and geological legacies. This reframed value positioning further strengthens the symbolic and cultural stature of the stones in the high-end jewelry market.

By redefining the 4Cs, De Beers has enhanced the scientific framework for diamond evaluation and established a value system that bridges rational understanding with emotional resonance, offering consumers greater clarity in an increasingly diversified diamond market.

Building Trust, Inspiring Desire

To solidify its leadership in China, De Beers Group is doubling down on education and localization. “This workshop isn’t something we’ve done anywhere else,” said Bolden. “It’s unique to China, because localization—whether in training or marketing—is the most critical factor.”

The event also bridged disciplines in compelling ways. Dr. Pius Chan, a renowned Feng Shui master, explored the meaning and energy of natural diamonds within the Chinese metaphysical system, including the gemstone’s elemental affinities and life-path implications. London-based multidisciplinary artist Annette Fernando brought a poetic dimension to the experience with three charcoal masterpieces inspired by the eternal allure of natural diamonds.

For Lee, positioning diamonds within a framework of cultural and industry literacy is essential. “What the market lacks now is objectivity. We need to treat diamonds as precious resources, with the same care and standards we apply to collectible gems. People need to understand what they are, and how they should be shared, collected, and exchanged.”

By blending technical rigor with cultural fluency, De Beers Group is positioning itself as more than a diamond company. It is curating a new emotional and symbolic vocabulary for the category. In a market where authenticity, emotion, and heritage increasingly guide purchasing decisions, natural diamonds are being rediscovered not just as luxury objects, but as vessels of meaning.

This enduring commitment to “A Diamond is Forever” reflects the lasting quality of natural diamonds and the emotional legacy they carry. What consumers perceive is more than mere brilliance; they feel the power of time, memory, and meaning crystallized in each stone. In a market where authenticity and cultural identity increasingly shape desire, De Beers Group is helping redefine natural diamonds as expressions of selfhood, emotional depth, and heritage.