GemFair
GemFair is a De Beers Group programme launched in 2018 that sources, traces, and purchases ethically mined artisanal diamonds from licensed miners in Sierra Leone's Kono District and sells them to luxury jewellery brands via De Beers Group Auctions and direct partnerships.
- Company typePrivate
- Founded2018
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What GemFair does
GemFair is an artisanal diamond sourcing and traceability programme established by De Beers Group in 2018 and operated out of London with field operations in Koidu, Kono District, Sierra Leone. It is not a separately incorporated legal entity but a corporate initiative within De Beers Group, employing approximately 12 staff across leadership, engineering, finance, and on-the-ground buying and outreach roles. The programme serves two sides of the artisanal diamond value chain: on the upstream side, it engages over 499 licensed artisanal mine sites and approximately 7,500 individual miners across 7 chiefdoms in Kono District, providing fair-value purchasing, training, Forward Purchase Agreement financing, and mine site reclamation into farmland; on the downstream side, it sells rough diamonds through De Beers Group Auctions and direct partnerships with luxury jewellery brands including De Beers London and D'Amadeo.
The core technology stack is a bespoke digital traceability system combining a custom diamond logging mobile application (online and offline functionality), a hardware toolkit (tablet, scale, loupe, ruler), tamper-proof QR-coded bags, RoughMatch surface scanning technology from Spacecode Technologies, and integration with De Beers' Tracr blockchain provenance platform. Supporting offerings include a third-party-audited ASM Assurance Programme aligned with OECD Due Diligence Guidance (verified by SGS), Diamond Valuation Training, and the Forward Purchase Agreement (FPA) access-to-finance programme. The programme has cumulatively purchased over 20,000 diamonds since 2018, including a 68% year-on-year increase in 2024.
GemFair makes money by purchasing rough diamonds from artisanal miners at fair market value (priced against the De Beers Price Book) and reselling them through De Beers Group Auctions to approved bidders and through direct commercial sales to luxury jewellery brands. Its go-to-market is enterprise field sales with on-the-ground engagement in Sierra Leone and B2B sales into the luxury jewellery segment. The programme is exploring geographic expansion into Angola via a pilot MoU with the Government of Angola, and has entered consumer-facing high jewellery through three De Beers London capsule collections (Riverborn, Vibrations, Echo) launched in early 2026.
GemFair firmographics
Firmographics- Name
- GemFair
- Legal name
- GemFair (De Beers Group Programme)
- Website
- https://gemfair.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- GemFair is a De Beers Group programme launched in 2018 that sources, traces, and purchases ethically mined artisanal diamonds from licensed miners in Sierra Leone's Kono District and sells them to luxury jewellery brands via De Beers Group Auctions and direct partnerships.
- Ownership category
- akta.pro rank
GemFair industry classification
Industry- Product category
- Ethical Artisanal Diamond Sourcing and Traceability
- NAICS
- Support Activities for Mining (213)
- SIC
- Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)
- akta.pro primary industry
- Traceability, Provenance & Compliance Services (e.g., origin, AML/KYC, sanctions) (CRAKAJAL)
- akta.pro secondary industry
- Rough Diamond Trading & Brokerage (CRAKAJAC)
Keywords
Where GemFair is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
GemFair business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain
Revenue model
- Diamond Sales via De Beers Group Auctions: GemFair purchases diamonds from artisanal miners and sells them through De Beers Group Auctions to approved bidders, generating revenue from the margin between purchase price paid to miners and sale price to buyers.
- Direct Jewellery Brand Sales: Sale of GemFair-sourced rough diamonds directly to luxury jewellery brands and retailers such as D'Amadeo for use in consumer-facing products.
- De Beers London Jewellery Collections: GemFair diamonds incorporated into De Beers London's jewellery collections including Riverborn and Vibrations capsule collections, establishing ongoing commercial relationship.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Fair Value Diamond Purchasing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
GemFair product offering
Product offeringCore offering
GemFair sources artisanally mined diamonds from licensed small-scale miners in Sierra Leone's Kono District, applying a proprietary digital traceability solution (custom logging app, hardware toolkit, QR-coded bags, RoughMatch scanning, Tracr blockchain integration) to capture full chain-of-custody from mine site to export. Traced rough diamonds are then sold through De Beers Group Auctions to approved bidders and via direct commercial partnerships to luxury jewellery brands such as De Beers London and D'Amadeo. The programme also delivers assurance standards compliance, fair-value purchasing, training, and a Forward Purchase Agreement financing programme for miners.
Product overview
GemFair is an artisanal diamond sourcing programme established by De Beers Group that operates as an integrated platform combining ethical sourcing assurance, digital traceability technology, and livelihood support programmes. The core offering consists of the GemFair ASM Assurance Programme, which sets responsible mining standards aligned with OECD guidance, supported by a bespoke Digital Solution comprising a diamond logging app and GemFair Toolkit (tablet, scale, loupe, ruler). The programme integrates with Tracr for blockchain-based provenance tracking and uses RoughMatch scanning technology for diamond verification. Supporting modules include the Forward Purchase Agreement (FPA) Programme providing access to finance for miners, a Mine Site Reclamation and Farming Programme converting abandoned mines into farms, and Diamond Valuation Training. The programme primarily operates in Sierra Leone's Kono district, enabling artisanal miners to access formal markets with fair pricing and full traceability from mine to market.
Differentiator
Problem solved
Functional benefit
Products and services
- GemFair ASM Assurance Programme A responsible artisanal and small-scale mining assurance programme aligned with the OECD Due Diligence Guidance for Responsible Mineral Supply Chains. It sets operating standards for miners, includes training, compliance monitoring, and due diligence checks to ensure ethical sourcing of diamonds from Sierra Leone's Kono District.
- GemFair Traced Rough Diamonds (sold via De Beers Group Auctions) Ethically sourced, fully traceable rough diamonds purchased from certified artisanal miners in Sierra Leone and sold as dedicated segregated lots through De Beers Group Auctions to approved bidders. Diamonds carry chain-of-custody documentation via the GemFair digital solution and Tracr blockchain integration.
- GemFair Diamond Logging Application (Digital Solution) Bespoke mobile application with online and offline functionality used at mine sites to log diamond finds, capture photos, weight, colour, shape, and quality data, and create digital records enabling full traceability from mine site to export. Doubles as a customer management system for onboarding miners, KYC checks, and tracking compliance.
- Forward Purchase Agreement (FPA) Programme Access to finance programme providing selected artisanal miners with pre-financing for capital inputs, labour, and consumables in exchange for the right to forward purchase diamond production, with fair repayment terms and no debt carried forward if mining is unsuccessful.
- Riverborn Capsule Collection (De Beers London x GemFair) Capsule jewellery collection by De Beers London featuring ethically sourced artisanal-mined diamonds via the GemFair initiative. The collection comprises twelve unique pieces crafted with rough and polished diamonds sourced from Sierra Leone; first jewellery retail collaboration for GemFair diamonds and registered GemFair as a supplier to De Beers London.
- Vibrations High Jewellery Collection (De Beers London x GemFair) High jewellery collection by De Beers London featuring GemFair-sourced artisanal diamonds. Named 'Vibrations', the collection celebrates the brand's relationship with water and source, with pieces crafted with rough and polished diamonds from Sierra Leone.
- Echo High Jewellery Collection (De Beers London x GemFair) High jewellery collection by De Beers London featuring GemFair artisanal diamonds. Named 'Echo', this collection continues the brand's exploration of diamonds rooted in source and provenance.
Quantifiable outcome
- 499 mine sites participating in programme
- +5 more outcomes
Companies that use GemFair
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
GemFair technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature6 records
GemFair partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core, minor and flagship.
- D'AmadeocoreCalifornia-based jeweller and first to purchase and retail GemFair-sourced rough diamonds, using Tracr Diamond Search Tool at AGTA Fair 2024.
- Government of AngolaminorMoU signed between De Beers Group and Government of Angola to explore opportunities for ASM sector formalisation, with GemFair hosting Angolan delegation visit to Sierra Leone operations.
- Mano River Union and GIZcoreMoU for joint delivery of capacity building programme to advance ASM standards across West Africa, covering Sierra Leone, Liberia, Guinea and Ivory Coast.
- Diamond Development Initiative (DDI)coreNon-profit organisation supporting improvement of working practices in artisanal diamond mining. DDI's Maendeleo Diamond Standards Programme works with ASM miners selling to GemFair for third-party certification.
- De Beers GroupflagshipGemFair is an initiative established by De Beers Group. De Beers provides operational support, access to auctions platform, and integration with De Beers London's jewellery collections. The programme aligns with De Beers' Building Forever sustainability commitments.
- TracrcoreCollaboration with Tracr diamond provenance platform to provide blockchain-based traceability from rough to polished diamond. GemFair uploads diamond scans creating digital fingerprints matched through supply chain.
- Spacecode TechnologiescoreProvider of RoughMatch diamond scanning technology used at GemFair buying office to perform surface scans creating digital fingerprints for diamond verification and matching.
- De Beers LondonflagshipDe Beers London's jewellery brand featuring GemFair-sourced diamonds in luxury collections including Riverborn and Vibrations, marking first time GemFair diamonds featured in finished jewellery.
- Alliance for Responsible Mining (ARM) and ResolvecoreARM and Resolve's CRAFT Code informs GemFair's ASM Standard. Joint Training of Trainers workshops on OECD Due Diligence Guidance conducted with ARM.
Scale indicators10 records
Recent moves9 records
Expansion highlights6 records
GemFair competitors and assessment
Company assessmentBroad incumbents
- ALROSA: World's largest rough diamond miner, which has been rolling out its own traceability and origin-verification initiatives (including ALROSA Alliance). Comparable as a vertically integrated diamond player investing in provenance technology and responsible sourcing programmes.
- De Beers Group: Parent programme and global diamond mining/marketing leader operating across exploration, mining, auctions, and retail brands. GemFair is an initiative within De Beers Group, so the parent is the closest comparable vertically integrated diamond business but at vastly greater scale.
- Brilliant Earth: US-listed jewellery retailer built around traceable, ethically sourced diamonds and gemstones. Competes with GemFair-sourced stones at the consumer-facing provenance-storytelling layer and represents the broader ethical-jewellery demand pool GemFair's brand partners tap into.
- Pandora: Global jewellery retailer that has publicly committed to switching to lab-grown and recycled metals and has invested in traceability across its supply chain. Relevant as a large jewellery incumbent setting industry expectations around provenance, though operating in a different price segment.
- Tiffany & Co. (LVMH): Luxury jewellery house with its own Diamond Source Initiative providing mine-to-retail traceability, and now part of LVMH. Comparable as a luxury brand investing in upstream provenance for differentiated storytelling, competing for the same premium-traceable-diamond consumer.
Direct peers
- Tracr: De Beers Group's blockchain-based diamond provenance platform; GemFair integrates directly with Tracr to upload scanned data for stone traceability. Operates in the same diamond provenance/traceability category and shares De Beers Group infrastructure, making it the closest functional peer.
- D'Amadeo: California-based jewellery designer and AGTA Fair exhibitor and the first retailer to purchase and resell GemFair-sourced rough diamonds using the Tracr Diamond Search Tool. Comparable as a downstream retailer deploying traceable provenance at consumer point-of-sale.
- Sarine Technologies: Provider of diamond scanning, planning, grading, and traceability technology used by manufacturers and retailers worldwide. Comparable to the RoughMatch/digital-solution portion of GemFair's offering and a natural alternative or partner for diamond verification technology.
- Everledger: Blockchain-based provenance and transparency platform initially built for diamonds and now applied across luxury and other supply chains. Directly comparable to the Tracr/integration layer of GemFair's stack and serves similar brand and compliance use cases.
- CanadaMark (Heathrow Enterprises / Dominion Diamond): Provenance-certified natural diamond programme offering independently tracked Canadian diamonds from mine to retail. Mirrors GemFair's traceable-natural-diamond storytelling model with a similar assurance and chain-of-custody approach, albeit for a different source jurisdiction.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
GemFair social profiles
Digital presenceGemFair compliance and trust
Trust signalCompliance2 records
GemFair financial estimates
Financial estimateRevenue estimate
Valuation estimate
GemFair leadership team
Management profileNumber of profiles
Profiles12 records
GemFair funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GemFair M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about GemFair
What does GemFair do?
GemFair sources artisanally mined diamonds from licensed small-scale miners in Sierra Leone's Kono District, applying a proprietary digital traceability solution (custom logging app, hardware toolkit, QR-coded bags, RoughMatch scanning, Tracr blockchain integration) to capture full chain-of-custody from mine site to export. Traced rough diamonds are then sold through De Beers Group Auctions to approved bidders and via direct commercial partnerships to luxury jewellery brands such as De Beers London and D'Amadeo. The programme also delivers assurance standards compliance, fair-value purchasing, training, and a Forward Purchase Agreement financing programme for miners.
Is GemFair a public or private company?
GemFair is a private company. It is classified as corporate owned and is currently operating.
When was GemFair founded?
GemFair was founded in 2018. It employs 11 to 50 people.
Where is GemFair based?
GemFair is headquartered in London, United Kingdom, in the Europe region.
How does GemFair make money?
Three revenue lines are on record. Diamond Sales via De Beers Group Auctions are the primary driver. The others are direct Jewellery Brand Sales and de Beers London Jewellery Collections.
Who are GemFair's main competitors?
Broad incumbents on record are ALROSA, De Beers Group, Brilliant Earth, Pandora and Tiffany & Co. (LVMH). Direct peers are Tracr, D'Amadeo, Sarine Technologies, Everledger and CanadaMark (Heathrow Enterprises / Dominion Diamond).
Does GemFair have an API?
No public API is recorded for GemFair.
What industry is GemFair in?
GemFair's product category is Ethical Artisanal Diamond Sourcing and Traceability. Its primary akta.pro industry code is CRAKAJAL, Traceability, Provenance & Compliance Services (e.g., origin, AML/KYC, sanctions), with a secondary code of CRAKAJAC, Rough Diamond Trading & Brokerage. Its NAICS code is 213 and its SIC code is 5094.