Why De Beers is doing diamonds differently for Gen Z: Céline Assimon, CEO of De Beers Jewellers and De Beers Forevermark, on sourcing, ethical diamonds and the blockchain – exclusive interview
- The company’s Building Forever framework addresses young consumers’ concerns with several goals for 2030, including partnering with local communities and recording each diamond on the blockchain
- But creativity remains at the core of the brand’s high jewellery collections, with The 142-piece Ascending Shadows necklace, part of the Alchemist of Light collection, a case in point
If you’re wondering what the future holds for De Beers Jewellers, then look no further than the Ascending Shadows necklace.
Part of the brand’s latest high jewellery collection, Alchemist of Light, this sweeping necklace is an architectural marvel and features 142 separate pieces crafted from brilliant blue aluminium and anodised titanium, embellished with multi-shaped diamonds and green roughs.
“Whenever you see an exhibition by a century-old brand you’ll see their many different forms of expression. We need to build on this at De Beers. High jewellery gives us the laboratory and freedom to do this, which is why contributing more is an ambition of mine,” she says.
In Hong Kong for the opening of the brand’s new flagship store on Canton Road, it’s Assimon’s first visit to the region since she joined De Beers Jewellers in the middle of the pandemic. It may have been a rocky start to her tenure, but she is now ready to create a new story for the brand – alongside sister label Forevermark, where she was appointed CEO a year later – that is more purpose driven.
“It’s something we have touched upon but not really claimed or put forward in our communications or creative journey. This aspect is critical to me as it makes everything we do true, whole and authentic, while opening doors when it comes to creativity,” she says.
The diamond industry has long been controversial, plagued by ethical, environmental and human rights concerns. De Beers’ position as a supplier as well as creator has meant that it has come under scrutiny perhaps more than its competitors.
