Policies & IssuesNov 27, 2024
G7 Announces Botswana as Second Verification ‘Node’ for Rough DiamondsSourcingJan 28, 2025
Botswana’s First Olympic Gold Medalist Is Now a De Beers Ambassador
Letsile Tebogo will help to promote natural diamonds and the good they have done for his country.
Botswana’s Letsile Tebogo, who won the men’s 200 meters at the 2024 Summer Olympics in Paris, is now a global brand ambassador for De Beers Group. (Photo courtesy of De Beers Group)
Gaborone, Botswana—Botswana’s first Olympic gold medalist has joined the race to promote natural diamonds.
De Beers Group announced last week that Letsile Tebogo, who upset American Noah Lyles to take home the gold in the men’s 200 meters at the Paris Olympics, has joined its team as a global ambassador.
The 21-year-old sprinter, who was named World Athletics Male Athlete of the Year for 2024, will feature in campaigns and content that highlight the way natural diamonds have boosted Botswana’s economy and improved the lives of its people.
As one of the first projects in the collaboration, he will be the central figure in a new short film series called “Talent Unearthed.”
The series will spotlight star athletes whose success is connected to Botswana in an effort to demonstrate how natural diamonds have uplifted communities and inspire the next generation.
In addition, Tebogo and his team will identify opportunities for investment in the development of additional sports programs in Botswana. De Beers said projects stemmed from the collaboration will be announced throughout the year.
Related stories will be right here …
De Beers Group announced last week that Letsile Tebogo, who upset American Noah Lyles to take home the gold in the men’s 200 meters at the Paris Olympics, has joined its team as a global ambassador.
The 21-year-old sprinter, who was named World Athletics Male Athlete of the Year for 2024, will feature in campaigns and content that highlight the way natural diamonds have boosted Botswana’s economy and improved the lives of its people.
As one of the first projects in the collaboration, he will be the central figure in a new short film series called “Talent Unearthed.”
The series will spotlight star athletes whose success is connected to Botswana in an effort to demonstrate how natural diamonds have uplifted communities and inspire the next generation.
In addition, Tebogo and his team will identify opportunities for investment in the development of additional sports programs in Botswana. De Beers said projects stemmed from the collaboration will be announced throughout the year.
“My success story is connected with our nation’s diamond heritage. The very resources that built our schools and sports facilities have paved the way for young athletes like me,” Tebogo said.
“I’m humbled that an organization like De Beers that has played such a pivotal role in the development of my country sees it fit to play a role in my future too, and I’m excited to work with De Beers to highlight the power of natural diamonds for our country and its people.”
De Beers’ signing of the gold medal winner comes at a time when it is looking to boost demand for natural diamonds globally in the face of competition from lab-grown stones.
In the United States, the company teamed up with the country’s largest specialty jeweler, Signet Jewelers, to launch a campaign for natural diamonds last fall, “Worth the Wait,” and train Signet’s approximately 20,000 sales associates on selling natural diamonds.
De Beers also brought back “A Diamond Is Forever” again for a 2024 holiday campaign promoting natural diamonds in the U.S.
More on Sourcing
The Latest
Policies & IssuesSep 24, 2025
Tariffs Throw Diamond Trade Into DisarrayThe 50 percent tariffs on diamonds shipped from India to the U.S. have pushed midstream manufacturers to the edge.
Policies & IssuesSep 24, 2025
For Jewelry Manufacturers, Higher Tariffs Create Long-Term WorriesThey are trying to balance the need to sustain well-established relationships with the pressure higher tariffs have put on margins.
CollectionsSep 24, 2025
Greenwich St. Jewelers Goes Back in Time With First Estate CollectionThe collection includes pieces dating back to the Victorian and Art Deco periods as well as mid-century and late 20th-century designs.
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment ProgramWith their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.
Policies & IssuesSep 24, 2025
Diamonds Do Good Names Marcus ter Haar as President-ElectHe previously served as co-chair of the nonprofit’s beneficiary committee.
Weekly QuizSep 19, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsSep 24, 2025
Brilliant Earth’s New Jane Goodall Collection Calls for PeaceIts second collaboration with the conservationist features jewelry with dove and olive branch motifs.
SourcingSep 24, 2025
SRK Launches Kriam PharmaThe diamond manufacturer’s new company will provide accessible and affordable high-quality medicines across India.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
ColumnistsSep 23, 2025
Quiet Luxury: What Fall’s Top Trend Means for JewelersEmmanuel Raheb shares tips on how a jeweler’s showcases, marketing, and social media presence can whisper, instead of shout.
MajorsSep 23, 2025
Ames Watson Completes $140M Acquisition of Claire’sThe private equity firm has a plan to revive the mall staple.
SourcingSep 23, 2025
Super Smalls’ New Book Introduces Kids to Gems, Fine JewelryThe “Super Book of Gems” dives into the Mohs Hardness Scale, the Four C’s, and designs from jewelers like Cartier and Bulgari.
MajorsSep 23, 2025
Mattioli Names Kering Exec as New CEOClaudio Pasta will take the lead at the Italian fine jewelry brand, succeeding company founder Licia Mattioli.
CollectionsSep 23, 2025
Monique Lhuillier Adds Fashion Jewelry to Kay Jewelers LineThe new lab-grown diamond jewelry offering is the latest expansion of the designer’s “Bliss” collection.
SourcingSep 22, 2025
Rio Tinto Announces Final ‘Beyond Rare’ TenderThe miner is honoring the end of an era with an offering of 52 lots from the now-closed Argyle and the soon-to-close Diavik mines.
MajorsSep 22, 2025
Jewelry Manufacturer Vibhor Acquires AlorThe California-based fine jewelry brand will retain its identity post-acquisition, with new collections launching next year.
CollectionsSep 22, 2025
Gurhan's Collection is an 'Untamed' ZooThe “Untamed” collection centers on carved gemstone jewelry depicting a range of animals embodying one of the four elemental forces.
Policies & IssuesSep 22, 2025
Ethical Metalsmiths Has a New Name Founded in 2004, the organization is now called the Community for Ethical Jewelry.
EditorsSep 19, 2025
These Female Athletes Had the Best Jewelry of the SummerFrom Coco Gauff’s hoops to Madison Keys’ diamond medallion, these are Senior Editor Lenore Fedow’s standout jewelry looks of the season.
CollectionsSep 19, 2025
Piece of the Week: Vanessa Fernández Studio’s ‘Curva’ Wrap HoopsThe trendy earrings feature asymmetrical drops, one with a grossular garnet and the other with a diamond.
Recorded WebinarsSep 19, 2025
Watch: A Step-by-Step Guide to Using TikTok and Instagram ReelsFour social media marketing experts discuss their go-to methods and favorite tools for making high-quality short-form video content.
Supplier BulletinSep 18, 2025
Will Your Design Define 2026? Enter The Spectrum & Cutting Edge AwardsSponsored by American Gem Trade Association
SurveysSep 18, 2025
Deloitte Thinks the Holidays Will Be Merry, PwC Isn’t So Sure In its holiday report, PwC said the season will be more like jazz—improvisational and less predictable—than an easy-to-follow melody.
MajorsSep 18, 2025
Pandora to Open New Distribution Center in MarylandThe jewelry giant will relocate its existing facility to a larger space in Anne Arundel.
CollectionsSep 18, 2025
Ashley Zhang Launches Garçon New YorkThe designer, who is the creative force behind her namesake brand, has now started a new mini line focusing on chains for fathers and sons.
SourcingSep 18, 2025
SSEF Opens Applications for 2 Gemology Education Scholarships The awards include tuition for a course at the Swiss lab, economy flights, and hotel accommodation.
TechnologySep 18, 2025
Hill & Co. Launches AI Strategy ProgramThe 21-day program was designed to help jewelry retailers identify opportunities and eliminate inefficiencies with AI.
AuctionsSep 17, 2025
Mythical Set of Patek Philippe Pocket Watches Expected to Sell for $10M+A set of four Patek Philippe “Star Caliber 2000” pocket watches is part of Sotheby’s upcoming auction in Abu Dhabi.
