Over 200 industry leaders, trendsetters and cultural figures gather at The Orbit to celebrate the much-anticipated launch event
SHANGHAI, CHINA – Media OutReach Newswire - 3 August 2026 - De Beers Group unveiled the Desert diamonds campaign for Asia at West Bund Orbit in Shanghai. The immersive experience brought to life the authenticity, individuality and inner radiance embodied by Desert diamonds. Generating significant buzz across Shanghai, the event attracted distinguished guests, including government officials and ambassadors, retailers and industry partners, media and cultural influencers, artists and designers.
De Beers Group celebrates the Asia debut of Desert diamonds at The Orbit, West Bund Shanghai.
Designed by British architect Thomas Heatherwick, the West Bund Orbit's fluid, ribbon‑like form resonates with Desert diamonds' narrative of individuality, naturalness and fluidity, offering a visually perfect setting for the launch. The highlight of the evening was a sacred gong‑striking ceremony, symbolising the opening of a new era for Desert diamonds. Officiating at the gong-striking ceremony were Lynn Serfaty, General Manager, Natural Diamonds, De Beers Group; Annie Wong, Chief Operating Officer of Chow Tai Fook Jewellery Group; Winston Chow, Deputy General Manager of Chow Sang Sang Jewellery Group and Tommy Tse, Deputy CEO at Tse Sui Luen Jewellery Group. The ring the bell ceremony is accompanied by Loletta Lai, VP, Natural Diamond Marketing, APAC, De Beers Group and Sean Lin, VP, Sales, De Beers Group.
Government and diplomatic leaders joined the celebration to offer their congratulations. Taking the stage for a group photo were Mr. Sohail Shaikh, UK Deputy Trade Commissioner to China, UK Government / FCDO; Mr. Tom Simpson, MD, China, China-Britain Business Council; Ms. Phuti Joyce Tsipa, South African Consul-General in Shanghai; Ms. Bertha Amakali, Minister Counsellor of Namibia to China; Mr. Lin Qiang, President of Shanghai Diamond Exchange Center; Ms. Xu Yilei, Managing Director of the Natural Diamond Council Greater China; Ms. Meng Xiaojun, Chief Economist of NGTC; Shridaran Pillay, VP Government Affairs, De Beers Group, underscoring the event's cross‑cultural significance.
"Desert diamonds captures the untamed beauty and power of the desert," said Lynn Serfaty, "In China, natural diamonds are not imports—their origins are deeply rooted in ancient civilisation. The desert itself resonates with the Chinese cultural appreciation for transcendence, resilience, and the harmony between heaven and humanity."
"Today's consumers seek individual expression, true self, and self‑reward," she continued, "Each Desert diamond is a response to this desire. Every Desert diamond presents a uniquely warm, natural colour and carries the imprint of billions of years. It is this cultural resonance that is driving the growing interest and appreciation of Desert diamonds in the Chinese market, representing the values most precious in our time: authenticity, individuality, and inner radiance."
Departing from traditional jewellery launch formats, De Beers Group invited four "Real People" who embody the spirit of authenticity through their real‑life journeys to reveal the essence of Desert diamonds. The event opened with Desert diamonds "Real People" and sound healer Lear Tsui's ethereal "Healing Trace" gong performance, guiding guests into a serene state of inner exploration. In the performance segment "Colour of Origin" that followed - Guo Yu'ang, a young Peking opera artist of the Mei School, honoured tradition with a graceful and elegant aria, conveying the beauty of heritage. The only female "Real People", Shi Wei, China's first F1 Academy female driver, made a stunning appearance wearing Desert diamonds jewellery at the "Blade of Resilience" segment. She shared with conviction: "True strength is often not outwardly expressed but built through intense focus. Just like the formation of natural diamonds—seemingly silent, yet enduring pressure over eons to achieve transformation." Taking the stage at the finale "Ray of Refraction", stand‑up comedian Liu Yang ignited the room with a series of humorous and heartfelt performances, and amidst the laughter, he led everyone into the moment of the very first reveal of Desert diamonds jewellery. Liu Yang shared: "True brilliance is not about being flawless, but about embracing every aspect of yourself, just as Desert diamonds reflects a unique individuality through the natural beauty of diamonds."
At the heart of the celebration was a curated jewellery art exhibition, presenting Desert diamonds jewellery masterpieces by Chow Tai Fook, Chow Sang Sang and Tse Sui Luen, alongside De Beers Group's iconic three‑stone collection and loose Desert diamonds. De Beers Group creatively partnered with bamboo weaving artist Xu Mingyu, who used the intangible cultural heritage of bamboo weaving to create immersive art installations throughout the venue. The Desert diamonds jewellery was placed amidst an intricate interplay of bamboo rhythms, sparking a poetic dialogue between contemporary jewellery design and millennia‑old craftsmanship. This distinctive Eastern aesthetic not only offered a fresh visual delight, but also interpreted the beauty of individuality, the authenticity of craftsmanship, and the radiance of time‑honoured tradition embodied by Desert diamonds from a local perspective, further underscoring De Beers Group's Building Forever sustainability commitment.
To bring the experience to a memorable close, guests continued the journey through sensory party, where sound, scent and imagery combined to evoke the beauty at the heart of Desert diamonds. Interactive zones included a sand art experience allowing guests to co‑create with their fingertips, feeling the flow and eternity of the desert, a Gong Sound healing session using resonant frequencies to guide guests into a state of calm and introspection, and a Scents of the Desert fragrance experience blending warm amber and deep woody notes to outline the raw, pure beauty of the desert earth. Each experience acted as a different facet of a Desert diamond, collectively reflecting the themes of authenticity, individuality, and inner radiance.
To delve deeper into the spirit of the theme, De Beers Group hosted a series of panel talks, offering different perspectives on the evolving role of natural diamonds in modern life. Consumers were invited to participate in Natural Diamond Masterclasses, where they learned about the rarity, uniqueness and enduring value of natural diamonds, and gained further understanding of how to distinguish natural diamonds from laboratory‑grown diamonds. In addition, enamel painting workshops allowed guests to explore the dialogue between traditional craftsmanship and contemporary design.
Desert diamonds opens a new chapter in the celebration of natural diamonds, honouring their deep‑earth origin, inherent rarity, and cross‑cultural significance as symbols of individuality, natural beauty and self‑reward. Today, consumers increasingly look for pieces that reflect not only who they are, but how they choose to live, celebrate and express themselves. Desert diamonds answers that desire with a natural diamond expression shaped by individuality, authenticity and inner radiance. Looking ahead, De Beers Group will continue to celebrate the enduring wonder of natural diamonds and inspire a new generation to discover their relevance in today's world. Desert diamonds breathe new life into "A Diamond is Forever"—because natural diamonds belong not only to eternity, but also to the here and now.
Please follow the official accounts to find more information regarding Desert diamonds.
Hashtag: #Naturaldiamonds #Diamonds #DeBeersGroup #Desertdiamonds #ADiamondisForever
The issuer is solely responsible for the content of this announcement.
About De Beers Group
Established in 1888, De Beers Group is the world's leading diamond company with expertise in the exploration, mining, marketing and retailing of diamonds. Together with its joint venture partners, De Beers Group employs more than 20,000 people across the diamond pipeline and is the world's largest diamond producer by value, with diamond mining operations in Botswana, Canada, Namibia and South Africa. Innovation sits at the heart of De Beers Group's strategy as it develops a portfolio of offers that span the diamond value chain, including its jewellery houses, De Beers London and Forevermark, and other pioneering solutions such as diamond sourcing and traceability initiatives Tracr and GemFair. De Beers Group also provides leading services and technology to the diamond industry in the form of education and laboratory services and a wide range of diamond sorting, detection and classification technology services. De Beers Group is committed to 'Building Forever,' a holistic and integrated approach to sustainability that underpins our efforts to create meaningful impact for the people and places where our diamonds are discovered. Building Forever focuses on three key areas where, through collaborations and partnerships around the globe, we have an enhanced ability to drive positive impact; Livelihoods, Climate and Nature. De Beers Group is a member of the Anglo American plc group. For further information, visit www.debeersgroup.com.
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SINGAPORE - Media OutReach Newswire - 3 August 2026 - In an increasingly globalised economy, the pursuit of higher education has become both a critical driver of social mobility and a significant financial investment. While Singapore is a well-connected international education destination, SIM GE addresses these evolving challenges by offering a culturally diverse learning environment through university partnerships, backed by accessible financial aid.
SIM Global Education offers programmes to Singapore and international students and provides a range of scholarships and financial assistance schemes for eligible applicants. SIM GE's scholarships and financial assistance schemes aim to help eligible students manage some of the costs associated with their studies, subject to the applicable selection criteria and availability of funding. Through a combination of scholarships and responsive crisis funds, SIM GE actively nurtures Singaporean and global talent while offering a resilient safety net for its diverse student community.
SIM GE's Scholarship and Financial Aid Ecosystem
SIM GE's comprehensive financial support is strategically designed to achieve these dual objectives. By structuring awards that cater to different stages of the academic lifecycle, supporting both incoming freshmen and current undergraduates, the institution attracts top-tier regional talents and rewards ongoing distinction, creating a powerful motivation effect that collectively elevates a vibrant, high-achieving student community.
Consequently, these award recipients are empowered to navigate their career paths with complete flexibility, whether entering the global workforce, pursuing advanced research, or launching entrepreneurial ventures.
| Funding Instrument | Target Demographics | Primary Strategic Objective | Service Obligation |
| SIM STARRR Award | High-Potential new students | Attracting excellence in academics, co-curriculars, leadership, resourcefulness, responsibility, and resilience. | Bond-Free |
| SIM Award/Sports & Artistic Talent Award | Current Undergraduates | Reward continuous academic, athletic, and artistic excellence | Bond-Free |
| Diploma Scholarships | International new students | Enhance educational access for high-potential international students | Bond-Free |
| SIM GE Crisis Fund | Local & International Students | Provide urgent financial assistance to eligible students experiencing an unforeseen family financial crisis. | Not applicable. |
The SIM STARRR Award for New Undergraduates
The SIM STARRR Award recognises high-achieving undergraduates at SIM GE and supports their continued development. This competitive scholarship is tailored for high-potential new undergraduate students who demonstrate not only outstanding academic records but also exemplary leadership, strong character, and active engagement in co-curricular activities.
Funding Quantum and Disbursement Structure
The financial architecture of the SIM STARRR Award is engineered to provide peace of mind, allowing scholars to focus on their personal and academic growth. Delivering a maximum total value of up to S$51,000, comprising specified payments and reimbursements subject to individual limits and the scholarship terms.
- Tuition and Academic Support: A reimbursement of tuition fees of up to S$36,000.
- Essential Equipment Grant: A one-off reimbursement of up to S$2,000 for a computer.
- Global Exposure Grant: A one-off reimbursement of up to S$1,500 for an exchange programme air ticket.
- Living and Accommodation Allowances: A one-off living allowance of S$6,500 and reimbursement of accommodation costs of up to S$5,000.
The award comprises specified payments and reimbursements for tuition fees, living expenses, accommodation, an exchange programme air ticket and a computer, subject to the published limits and terms.
Academic performance is reviewed every semester, and the scholarship may be withdrawn if the recipient's progress or behaviour is considered unsatisfactory.
Eligibility Criteria and Assessment Benchmarks
Securing the SIM STARRR Award requires candidates to satisfy a comprehensive set of evaluation benchmarks designed to identify holistic excellence. Eligible applicants may be local or international new students, including those already enrolled in an undergraduate programme but who have not yet received any examination results from their university partner.
During the assessment process, the selection panel evaluates candidates across multiple dimensions :
- Academic Performance: Outstanding results in high school graduation examinations, GCE A-Levels, or equivalent diploma qualifications.
- Leadership and Character: Demonstrated leadership roles within student government, community organisations, or sports clubs.
- Co-curricular and Civic Engagement: Active participation in co-curricular activities, community services, or creative initiatives.
- Communication Skills: Exceptional interpersonal and communication skills, assessed through written personal statements and formal interviews.
Bond-Free SIM Awards and Sports & Artistic Talent Awards: Encouraging On-Course Undergraduates to Excel
Academic excellence and talent development do not stop at enrollment; rather, they require continuous nourishment and incentive. To maintain high standards of performance throughout the undergraduate journey, SIM GE offers specialised awards designed to motivate and reward current undergraduates who continue to demonstrate exceptional capabilities on-course.
Scholarship Value and Phased Disbursement Mechanism
The SIM Awards and the Sports & Artistic Talent Awards provide a financial incentive valued at S$15,000. These awards are available to eligible current undergraduate students who have received at least one set of examination results from their university partner.
To align with academic progression, the S$15,000 incentive is disbursed through a phased mechanism. This structure ensures that recipients are supported continuously as they complete their remaining semesters. The S$15,000 award is disbursed in two stages: the first disbursement is made when the award is granted, and the second is made after a review of the recipient's final-semester results.
Application Timelines and Student Ambassador Obligations
Applications for the SIM Award and Sports & Artistic Talent Award are currently open twice a year, in March and September. Applicants are required to submit the applicable official academic documents, co-curricular activity records, documentary evidence of achievements and awards, and testimonials from industrial or professional attachments or National Service, where applicable.
Beyond receiving financial support, awardees are expected to contribute actively to the institutional community. The published terms state that every scholar is expected to contribute to SIM GE or the community, but they do not specify that all recipients must serve as Student Ambassadors.
This ambassadorship programme not only enhances the public profile of the institution but also provides scholars with invaluable opportunities to develop professional networking, public speaking, and leadership skills.
Dedicated Pathway for International Diploma Students: Academic Excellence and Merit Scholarships Covering Tuition Fees
International students contribute a range of cultural and educational perspectives to the SIM GE student community. To support high-achieving international new undergraduate students, SIM GE offers two scholarship options for eligible new international students enrolling in specified diploma programmes, covering either 50% or 100% of total fees.
These scholarships are available to new international students enrolled in specified SIM diploma programmes, some of which may provide progression routes to further study:
- Diploma in Accounting.
- Diploma in Banking & Finance.
- Diploma in International Business.
- Diploma in Management Studies.
- Diploma in Information Technology.
| Scholarship Category | Funding Quantum | Target Academic Profile | Key Retention Requirement |
| Academic Excellence Scholarship (Diploma) | 100% of the course fees | Exceptional secondary school or 12th-grade results; outstanding leadership and communication skills | Completion within the minimum study period; continuous semester-by-semester performance review |
| Merit Scholarship (Diploma) | 50% of the course fees | Strong secondary school or 12th-grade academic results; solid communication skills | Completion within the minimum study period; continuous semester-by-semester performance review |
The application process requires applicants to complete the online application and submit all specified supporting documents before the closing date. To prevent administrative delays or rejection, applicants must adhere to a strict document submission protocol. Applicants are required to submit scanned supporting documents in soft-copy format and organise them in a compressed file in accordance with the current application guide.
The essential supporting documents required for evaluation include:
- Official academic records and transcripts, accompanied by notarised English translations where applicable.
- Documentary evidence of an accepted English-language qualification, such as GCE O-Level English, IELTS, TOEFL, SAT I, the Pearson Test or another equivalent qualification.
- Certificates of co-curricular activity participation, community service records, or special awards.
- A written personal statement detailing the applicant's academic goals, motivation, and future aspirations.
- A clear copy of the applicant's passport.
- A copy of the acknowledgement document for their diploma application as evidence that the application has been submitted successfully.
Applicants are instructed to submit only one scholarship application before the closing date. Furthermore, double funding is strictly regulated; successful candidates are not allowed to receive concurrent scholarships from other organisations without prior written approval from SIM GE. If an applicant applies for both diploma scholarships, only the application for the SIM GE Merit Scholarship (Diploma) will be considered.
SIM Scholarships Supporting Student Success and Mobility
The pursuit of global academic mobility is a defining feature of the modern educational experience. To prepare students for an increasingly interconnected world, SIM GE collaborates with international universities from the United Kingdom, the United States, and Australia to deliver globally recognised degree programmes. The institution's scholarship architecture is designed to support student success and physical mobility across these global degree pathways.
SIM GE offers programmes in partnership with universities, including the University of London, University of Birmingham, University of Stirling, University at Buffalo, RMIT University and University of Wollongong. Eligible students in specified programmes who have been accepted into an approved overseas activity may apply for the SIM Study Abroad Award to help reimburse eligible airfare and accommodation expenses.
Empowering Global Horizons: The SIM Study Abroad Award for Local Undergraduates
International academic exposure may help students broaden their perspectives and gain experience of different cultures and education systems. However, the cost of travelling and living abroad can often be a major barrier. The SIM Study Abroad Award is available to eligible Singapore citizens and Singapore permanent residents who are current SIM GE students enrolled in specified undergraduate programmes and have been accepted into an approved overseas programme.
Driving Academic Mobility in the Asia-Pacific Region through Flexible Support and Bond-Free Options
For the 2026 intake, eligible applicants with a Per Capita Income of S$0 to S$600 may receive reimbursement of up to S$7,000, while those with a Per Capita Income of S$601 to S$3,000 may receive reimbursement of up to S$4,000 for eligible airfare and accommodation expenses. This award is tenable specifically for the duration of approved exchange programmes, study abroad initiatives, summer schools, or global immersion programmes.
Applications are assessed according to factors including academic merit, PCI-based financial need and active involvement in SIM student life and community engagement.
- Financial Eligibility Threshold: Applicants must fall within a Per Capita Income (PCI) bracket of S$3,000 or below. PCI is calculated by dividing the total gross monthly household income by the number of household members and is one of the factors used to assess an applicant's financial need.
- Academic and Conduct Benchmarks: Candidates must demonstrate solid academic performance, a clean disciplinary record, and active involvement in SIM student life and community engagement.
- Ambassadorial Commitment: To cultivate a culture of community contribution, awardees must fulfil their obligations as Student Ambassadors, actively sharing their international experiences and representing SIM GE at open houses and educational recruitment events.
- Repayment Exemption: No repayment is normally required, although a partial or full refund may be imposed if the recipient discontinues the approved study-abroad programme or breaches the terms of the SIM Study Abroad Award Agreement.
An Emergency Financial Safety Net: The SIM GE Crisis Fund for eligible Students
Financial stability can change unexpectedly due to unforeseen circumstances, such as the sudden illness, disability, or death of a primary household breadwinner. The SIM GE Crisis Fund provides financial assistance to eligible students experiencing an unforeseen family financial crisis, with applications processed and awarded quarterly.
The SIM GE Crisis Fund is valued at S$5,000 for each eligible student, with two awards available per quarter. The fund is open to eligible full-time and part-time SIM GE students pursuing Foundation, Diploma, Undergraduate or Postgraduate programmes who have enrolled and started classes, subject to a Per Capita Income ceiling of S$1,000 and the other published eligibility criteria. Crucially, to prioritise primary academic progressions, students currently enrolled in bridging, preparatory, or English certificate courses are excluded.
Students can apply for the SIM GE Crisis Fund through a two-step application process on the SIMConnect portal:
- Step 1: Prepare and Scan Supporting Documents
- Checklist of required supporting documents
- Additional Information Form
- Self-Declaration Form
- Detailed Personal Letter explaining the family crisis
- Step 2: Submit Application via SIMConnect
- Log in to SIMConnect and navigate to the 'My Apps' tab.
- Select 'Self Service' and click on 'Campus Finance'.
- Select 'Financial Aid' and click 'Apply for Bursary'.
- Checklist of required supporting documents
- Additional Information Form
- Self-Declaration Form
- Detailed Personal Letter explaining the family crisis
- Log in to SIMConnect and navigate to the 'My Apps' tab.
- Select 'Self Service' and click on 'Campus Finance'.
- Select 'Financial Aid' and click 'Apply for Bursary'.
While the SIM GE Crisis Fund accepts applications year-round, submissions are processed and awarded on a quarterly schedule. Applications are processed quarterly, and disbursement normally takes place within approximately one month of the application.
| Operational Quarter | Application Closing Date | Notification Window | Disbursement Timeline |
| Quarter 1 | 31 March | Within 1 month of application | Within 1 month of approval via Interbank GIRO or Cheque |
| Quarter 2 | 30 June | Within 1 month of application | Within 1 month of approval via Interbank GIRO or Cheque |
| Quarter 3 | 30 September | Within 1 month of application | Within 1 month of approval via Interbank GIRO or Cheque |
| Quarter 4 | 31 December | Within 1 month of application | Within 1 month of approval via Interbank GIRO or Cheque |
This responsive crisis fund, combined with SIM GE's academic scholarships, demonstrates the institution's commitment to providing a safe, supportive, and accessible educational journey. Together, SIM GE's scholarships and financial assistance schemes provide different forms of support for eligible students based on factors such as academic achievement, talent, programme participation and financial need.
Hashtag: #SIMGlobalEducation
The issuer is solely responsible for the content of this announcement.
About SIM Global Education
SIM Global Education (SIM GE) is a leading private education institution in Singapore and the region. We offer more than 140 academic programmes ranging from diplomas and graduate diploma programmes to bachelor's and master's degree programmes with some of the world's most reputable universities from Australia, Canada, Europe, the United Kingdom, and the United States. SIM GE's cohort is made up of 17,000 full- and part-time students and adult learners, of which approximately 41% are international students hailing from over 50 countries. SIM GE's holistic learning approach and culturally diverse learning environment aim to equip students with knowledge, industry skills and employability competencies, as well as a global perspective to succeed as future leaders in a fast-changing, technologically driven world. For more information on SIM Global Education, visit www.sim.edu.sg
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