De Beers Group Showcases Desert diamonds at Jewellery & Gem WORLD Hong Kong

Building confidence in the natural diamond category with industry partners, guided by the Building Forever and diamond traceability strategies

HONG KONG SAR – Media OutReach Newswire – 24 September 2026 – 16 to 19 September, De Beers Group participated in Jewellery & Gem WORLD Hong Kong (JGW), presenting an immersive experience centred on Desert diamonds. Drawing inspiration from the wonders of nature and the artistry of human craftsmanship, the showcase created a captivating space that brought the story of natural diamonds to life.

De Beers Group Showcases Desert diamonds at Jewellery & Gem WORLD Hong Kong

Following its successful Asian debut in Shanghai in July, Desert diamonds returned to Hong Kong as De Beers Group's first major beacon initiative in more than a decade and its largest category-marketing investment in 15 years. The activation reaffirmed the Group's commitment to strengthening long-term confidence in the natural diamond category, working alongside strategic partners across the value chain and guided by its Building Forever sustainability framework and diamond traceability strategy.

Industry leaders convene to shape the future

De Beers Group Chief Executive Officer Al Cook, Executive Vice President of Diamond Trading Paul Rowley, General Manager of Natural Diamonds Lynn Serfaty and Vice President of Natural Diamonds APAC Loletta Lai attended the Group's breakfast meeting, where they exchanged views with industry partners from around the world.

Distinguished guests included Lekoko S. Kenosi, Ambassador of Botswana to China; Lin Qiang, President of the Shanghai Diamond Exchange; Nosiphiwo Mzamo, Chief Executive Officer of the State Diamond Trader of South Africa; Amber Pepper, Chief Executive Officer of the Natural Diamond Council; Jillian Wolk, Chief Executive Officer of Tracr and Annie Wong, Chief Operating Officer of Chow Tai Fook Jewellery Group. Together with De Beers Group leadership and other attendees, they discussed future opportunities and areas for collaboration across the natural diamond industry.

"We firmly believe that natural diamonds have an enduring future, and we remain confident in the long-term opportunity presented by the Chinese market. China has always been one of De Beers Group's most important markets. For more than half a century, we have built deep and enduring relationships with retailers, consumers, governments and industry partners. We continue to invest in China and launched our Desert diamonds category-marketing initiative in July this year. The campaign has already delivered encouraging results in the US market and is showing strong momentum in China. Looking ahead, we invite our industry colleagues to work together to strengthen consumer confidence in the long-term value of natural diamonds," said Al Cook, Chief Executive Officer of De Beers Group.

"The natural diamond market is gradually stabilising. Supply and demand are moving towards equilibrium, while diamond prices are showing signs of recovery. The US market remains resilient and the Chinese market is also beginning to stabilise, while India, Europe, Japan and the Gulf markets are providing further momentum for industry growth. Global annual natural diamond production has declined from a peak of approximately 170 million carats to around 100 million carats. Effective supply management is essential to restoring market balance. Looking ahead, the industry must continue to invest in detection, grading and traceability systems, enabling consumers to distinguish clearly between natural and laboratory-grown diamonds, while advancing collective category marketing and industry collaboration." said Paul Rowley, Executive Vice President of Diamond Trading at De Beers Group.

"Desert diamonds are such a gift. They resonate with Chinese philosophies of resilience, transcendence and harmony between humanity and nature, while building a bridge between southern Africa and China. Through the Asian launch of Desert diamonds, retailer partnerships, social media communications and media engagement, we aim to further support China's focus on quality consumption and help more consumers understand and appreciate the enduring value of natural diamonds," says Lynn Serfaty, Managing Director of Natural Diamonds at De Beers Group shared her perspective on the emotional and cultural resonance of natural diamonds in China.

An immersive journey from earth to adornment

Following the breakfast meeting, De Beers Group officially unveiled its Show & Tell experience, inviting global industry guests on an immersive journey that combined visual, tactile and emotional storytelling.

Visitors entering the space were transported through the changing light of a vast desert landscape. Exterior screens depicted rolling sand dunes, while the interior brought together contemporary exhibition design and traditional Chinese bamboo-weaving craftsmanship, an element of China's intangible cultural heritage.

Artist Xu Mingyu created sharply faceted geometric display cases inspired by the precision of natural diamond cuts. The woven textures echoed the intricate patterns formed on desert surfaces by the passage of time. Through this dialogue between ancient Eastern craftsmanship and the untamed poetry of natural diamonds, the installation connected heritage, nature and contemporary design.

The Show & Tell experience unfolded across five narrative chapters, creating a sensory journey from the earth to the wearer's hand.

At the Desert diamonds display, loose natural diamonds were presented along a spectrum of warm, earthy hues, recalling the layered tones of the desert landscape. The distinctive colours of Desert diamonds arise naturally from subtle variations in nitrogen content and plastic deformation, giving every stone an entirely individual appearance and personality. No two Desert diamonds are alike, just as every person's story is unique.

In a rapidly changing digital age, younger consumers are increasingly drawn to authenticity and permanence. Formed over billions of years, natural diamonds embody this pursuit through their inherent rarity and individuality. At the exhibition, retail partners presented Desert diamonds jewellery collections including Chow Tai Fook's Desert Rose collection, Kashikey, represented by Chow Sang Sang, and alongside classic three-stone and five-stone designs.

Guests then moved to the Tracr area to explore the digital identity of a registered natural diamond. From mine to retail, the origin and journey of each diamond can be recorded and traced. A dedicated science and technology zone featured a range of De Beers Group's detection instruments, enabling guests to see first-hand how natural diamonds can be differentiated from laboratory-grown diamonds.

The journey also highlighted De Beers Group's long-standing conservation work. A dedicated rhino conservation area showcased decades of commitment to habitat protection, species breeding and relocation, bringing the Group's Building Forever sustainability commitment to life in a tangible and meaningful way.

The experience concluded with a multi-sensory exploration of Desert diamonds. A fragrance experience inspired by the vast desert landscape evoked the interplay between the beauty of the desert and the brilliance of diamonds, while interactive quizzes invited guests to discover their own natural diamond aura.

Advancing trust through collaboration and traceability

During the exhibition, De Beers Group also participated actively in a series of industry exchange activities, engaging with value-chain partners to explore the opportunities and future direction of the natural diamond industry.

At the Natural Diamond Value Chain Repositioning and Outlook Forum, jointly organised by the Natural Diamond Council and the Hong Kong Diamond Federation, participants from across the industry exchanged insights on the evolution of the natural diamond value chain and its future prospects. Meanwhile, at the Brilliant Convergence: Envisioning the Future of Jewellery Design seminar hosted by the Hong Kong Diamond Federation, Loletta Lai, Vice President of Natural Diamonds APAC at De Beers Group, joined jewellery designers and industry representatives to discuss how natural diamonds can continue to inspire contemporary jewellery design and sustain their appeal in an evolving market landscape.

In addition, the Gemological Institute of America (GIA) presented "The Beauty of Natural Diamonds" exhibition during the show, inviting visitors to explore the formation and unique beauty of natural diamonds through a scientific lens. Through diamond fluorescence, microscopic images of inclusions and growth features, as well as GIA Diamond Grading Reports, the exhibition revealed the unique "natural fingerprint" of every natural diamond. Notably, ahead of this year's exhibition, GIA completed its acquisition of a 30% shareholding in the Tracr diamond traceability blockchain platform, an important milestone for the natural diamond industry. This strategic collaboration supports Tracr's evolution into independent industry infrastructure, providing dual assurance through diamond grading and origin traceability, and laying a strong foundation for a more transparent and trusted future for the natural diamond industry.

Extending the industry conversation into a jewellery experience, De Beers Group also invited members of the media and fashion community to visit the De Beers London Hong Kong flagship boutique, where they experienced the beauty and distinctive appeal of natural diamond jewellery through an immersive journey. Behind the brilliance of every natural diamond lies a traceable journey, from its origin at the mine to the careful craftsmanship applied through sustainable practices. Every stage reflects De Beers Group's unwavering commitment to exceptional quality and sustainability. Through jewellery try-ons and expert-led guidance, guests experienced first-hand how natural diamonds are being reinterpreted in a contemporary fashion context, deepening their emotional connection with appreciation of the category.

Guided by the enduring belief that "A Diamond Is Forever," De Beers Group's presence at this year's Jewellery & Gem WORLD Hong Kong not only demonstrated the continuing vitality and broad potential of natural diamonds in the global market but also created an emotionally resonant natural diamond journey for industry partners and consumers through the storytelling platform of Desert diamonds. The initiative brought new depth and warmth to natural diamond category education.

Looking ahead, De Beers Group will continue to work with industry partners worldwide, with its Building Forever sustainability framework and diamond traceability strategy serving as two key pillars in advancing the natural diamond industry towards a more transparent and sustainable new era. Through the interplay of art and culture, every natural diamond formed deep within the earth can shine ever more brightly in its time, continuing a timeless story of enduring beauty.

For more information on natural diamonds, please follow and visit the official channels below:

De Beers Group official website www.debeersgroup.com

Natural Diamonds Instagram @ADiamondisForeverhk Website: www.adiamondisforever.com/zh-hk

Website: www.adiamondisforever.com/zh-hk

Hashtag: #DeBeersGroup #ADiamondIsForever #NaturalDiamonds #Desertdiamonds #Diamonds

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 unrivalled expertise in the exploration, mining, sales and marketing of diamonds. Together with its partners, De Beers Group employs more than 20,000 people across the diamond value chain. It is the world's largest diamond producer by value, with mining operations in Botswana, Canada, Namibia and South Africa. Innovation sits at the heart of the Group's strategy, underpinning a portfolio of brands including De Beers London and Forevermark, as well as pioneering solutions such as Gem Fair and Tracr, its diamond mining and traceability programmes. De Beers Group provides education and laboratory services through the De Beers Institute of Diamonds, and its Ignite team has introduced a range of technology systems for diamond sorting, detection and classification, delivering quality service and advanced technology to the diamond industry. De Beers Group is a member of Anglo American plc. For further information, visit www.debeersgroup.com.

About Building Forever
In 2020 De Beers Group established a set of sustainability goals to deliver a blueprint for lasting positive impact in the countries and regions where it operates and across the diamond value chain, so that every diamond it discovers and recovers brings enduring benefit to the people and environments of the places it comes from. Building Forever sets out a comprehensive framework built on four pillars: leading ethical practices across the industry, partnering for thriving communities, protecting the natural world and accelerating equal opportunity — guiding the Group towards a fairer, safer, cleaner and healthier future in which communities prosper and the environment is protected. De Beers Group works to raise industry standards, improve transparency of diamond provenance and improve conditions for artisanal miners. Across its operations, the Group follows best practice in biodiversity, water management, air quality, greenhouse gas emissions, waste management, and mine closure and rehabilitation. De Beers Group also works with stakeholders to build a sustainable future and to raise living standards in the communities where it operates, particularly in health and wellbeing, education and skills development, economic diversification and livelihood support. The Group actively promotes inclusive economic development and welcomes diverse perspectives to help shape the future of its business, its communities and wider society. It places particular emphasis on addressing the industry's long-standing gender imbalance and on encouraging a new and more diverse generation of talent into the diamond and jewellery industry.

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The students were excited to receive a personal reply from President Xi Jinping after sharing in a letter what their week in China had meant to them, reinforcing the Ng Teng Fong Charitable Foundation's belief in the power of youth exchanges to foster lasting people-to-people ties between the two nations

HONG KONG SAR – Media OutReach Newswire – 24 September 2026 – With U.S. and Chinese leaders preparing to meet in Washington D.C. this week, nearly 100 American college students from 10 universities were making a statement of their own. Writing to President Xi Jinping at the close of a week-long exchange program in China, the students shared how the experience had shaped their understanding of both nations — and expressed their hope of serving as "ambassadors of friendship across the Pacific" by carrying their stories, new friendships, and insights home. On September 21, President Xi replied personally, encouraging young people from both countries to carry forward friendship and work toward a better shared future.

Participants in the Future Makers 2026 China-US Youth Tour for a Shared Asia-Pacific Future visit the Temple of Heaven, one of Beijing's most iconic landmarks

The students were participants in the Future Makers 2026 China-U.S. Youth Tour for a Shared Asia-Pacific Future, organized by the Ng Teng Fong Charitable Foundation and the Beijing NGO Network for International Exchanges. From September 1–7, the program brought together 170 young people from China and the United States for seven days of cultural exploration, direct dialogue, and technology visits across Jinan, Qufu, and Beijing. Participating institutions included American University, Central Michigan University, Columbia University, Harvard University, Kentucky State University, Saint Peter's University, the University of California Davis, the University of California Riverside, the University of Chicago, and the University of Washington.

American youth gain first-hand exposure to robotics, smart manufacturing and emerging technologies during the visit

Jackson Kreisner, a student from American University, said: "I can say, with firsthand experience, that American and Chinese youth are much more similar than we are different – we listen to the same music, eat the same food, feel the same emotions, share the same dreams."

Ainsley Reigler, a student from Central Michigan University, said: "Being able to sit across from students from different universities and backgrounds and discuss our perspectives on the future of U.S.-China relations, global cooperation, and the role our generation can play in building bridges was an experience I could never have replicated in a classroom."

Before the trip, many of the participants said they knew China primarily through headlines and social media. What they found was, in their own words, "the real China" — young people who laugh at the same jokes, carry the same pressures, and dream the same dreams. In Qufu, the birthplace of Confucius, American and Chinese students explored together how the Confucian concept of "harmony in diversity" remains relevant in today's cross-cultural exchanges. At Tsinghua University in Beijing, participants exchanged views on youth responsibility, technological innovation, and Asia-Pacific cooperation, building mutual understanding through open and candid conversations. The program also offered participants a close look at China's advances in technology and innovation. Visits to Beijing E-Town Robot World, the Beijing High-Level Autonomous Driving Demonstration Area, and the Xiaomi Auto Factory provided firsthand insights into humanoid robotics, autonomous driving technologies, and advanced manufacturing.

American and Chinese students plant trees at Yanqi Lake, Beijing — the same site where former U.S. President Barack Obama and President Xi Jinping planted tree

A highlight of the program was the establishment of the "Forest for Tomorrow" at Yanqi Lake in Beijing, where American and Chinese youth planted white-bark pine trees together, symbolizing enduring friendship between the younger generations of the two countries.

The Ng Teng Fong Charitable Foundation fully funded the program for all American participants, enabling students from diverse backgrounds to experience China firsthand. In partnership with the Beijing NGO Network for International Exchanges, the initiative seeks to enable students from diverse backgrounds to experience China firsthand.

Mr. Daryl Ng, Director of the Ng Teng Fong Charitable Foundation and Chairman of Sino Group, said: "During the program, I had the opportunity to join the American participants on a visit to the Temple of Heaven and spend time speaking with them directly. I was deeply impressed by their curiosity about Chinese culture and their interest in the country's development. Inspired by President Xi's message, we will continue to support international youth exchanges and dialogue, and do our part to foster greater understanding, friendship, and people-to-people connections across borders. We will also leverage Hong Kong's unique role as a 'super-connector' to further strengthen exchanges between China and the rest of the world."

Hashtag: #NgTengFongCharitableFoundation

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About Ng Teng Fong Charitable Foundation

The Ng Teng Fong Charitable Foundation was established in 2010 in memory of the late founder of the Sino Group and Far East Organisation in Singapore, Mr. Ng Teng Fong. The Foundation focuses on supporting education, healthcare, arts and culture, heritage conservation, emergency relief and community services for less resourced communities, promoting sustainable growth and the betterment of society. Since its establishment, the Foundation has made donations of more than RMB 2.4 billion to a wide variety of charitable causes across China (Hong Kong and the Chinese Mainland), Singapore, and overseas.

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