De Beers Group has unveiled a new five-year initiative aimed at driving sustainable growth and revitalising desire for natural diamonds amid slow market recovery.

According to De Beers, the comprehensive strategy, aptly named Origins, is envisioned to “enhance value across its business from mining to retail” by streamlining the business, focusing its investment on core upstream asset projects with high returns, integrating mid-stream technologies, and improving natural diamond retail and synthetic diamond technology solutions.