De Beers Group: Natural diamond workshop in London with media and influencers in attendance
Dec 20, 2024
Media and influencers engage in a deep dive into the world of natural diamonds, exploring their cultural significance and allure during De Beers' educational workshop in London
In a unique initiative aimed at enhancing understanding of natural diamonds, De Beers Group recently hosted a two-day workshop in London. The event brought together media representatives from Mainland China and Hong Kong, alongside key executives from Chow Tai Fook Group and prominent influencers based in the city.
Held at De Beers' headquarters on Charterhouse Street, the workshop offered participants an immersive experience into the intricate world of natural diamonds. Senior executives delivered presentations on various topics, including diamond grading, traceability and the company’s "Building Forever" sustainability strategy. Attendees were guided through hands-on practical sessions by experts from the De Beers Institute of Diamonds, where they learned appraisal techniques for rough diamonds and explored the significance of the 4Cs: colour, cut, carat weight and clarity.
They also learnt how lab-grown diamonds can be detected within seconds through Diamondproof, the latest detention equipment launched by De Beers Group. This session was more than just about acquiring techniques and knowledge; it was a demonstration of respect and tribute to the industry standards of the diamond trade.
The workshop also featured artistic installations by London-based artists Annette Fernando and Temsuyanger Longkumer, who drew inspiration from the multifaceted nature of diamonds. These artworks symbolised the connection between diamonds and nature, highlighting their beauty and cultural resonance.
Sally Morrison, Natural Diamond Market Lead at De Beers Group, emphasised the importance of the Chinese market in their global strategy, noting the growing enthusiasm for natural diamonds among consumers. The workshop aimed to foster a deeper emotional connection between consumers and these precious gems through innovative educational approaches.
Beyond the workshop sessions, participants explored London’s rich jewellery culture, visited De Beers Jewellers flagship store on Bond Street and saw the Crown Jewels at the Tower of London. This exploration underscored the historical significance of diamonds and their role in society.
