Media OutReach
De Beers Group Unveils “Desert Diamonds” at JGW
A COMMITMENT TO ENHANCE NATURAL DIAMOND DEMAND THROUGH “ORIGIN” STRATEGY
HONG KONG SAR – Media OutReach Newswire – 3 October 2025 – From September 17th to 19th, 2025, De Beers Group, the world’s leading diamond company, made a dazzling appearance at the Jewellery & Gem WORLD, unveiling the exceptional allure of “Desert diamonds” – gradient-coloured natural diamonds. During the event, De Beers Group highlighted its diamond traceability strategy -“Origin”, demonstrating its unwavering commitment to driving demand for natural diamonds.
Senior executives from De Beers Group attending the event included Paul Rowley, Executive Vice-President, Diamond Trading, Feriel Zerouki, Chief Trade and Industry Officer, Mahiar Borhanjoo, Chief Commercial Officer, SVP Polish, Lynn Serfaty, General Manager of Natural Diamond Category Marketing, and Wesley Tucker, CEO of Tracr, presented at the event. They engaged in discussions with industry guests about the future development trends of natural diamonds, demonstrating De Beers Group’s commitment to continue investing in resources and driving collective industry efforts to promote natural diamonds. Through these initiatives, the group consistently conveys the core attributes of natural diamonds—rarity, value, and heritage — while igniting desire and aspiration among a new generation of consumers.
At the Show & Tell, experts from the “Origin”, Institute of Diamonds, and Science and Technology came together to showcase the Group’s innovative technologies and cutting-edge technology in the fields of diamond traceability and detention instruments.
“Origin” is De Beers’ brand-new diamond traceability program. Powered by Tracr, it enables consumers to explore the origin and supply chain of each De Beers diamond. It empowers retailers to share the unique stories behind De Beers’ natural diamonds, deepening the emotional connection between diamonds and wearers. Furthermore, consumers can access information about their purchased diamonds, including rarity rating and details about the social impact programs supported by each diamond. This initiative not only provides consumers with the opportunity to purchase natural diamonds mined by the De Beers Group but also provides comprehensive assurance, highlighting ethical sourcing as a key component of De Beers’ overall marketing strategy.
De Beers Group’s Desert diamond initiative captivates visitors with their delicate colour gradient, transitioning from warm white to champagne and amber, creating rich and harmonious visual layers that made them a highlight at Jewellery & Gem WORLD. By blending the inherent rarity of natural diamonds with the vast desert, these diamonds evoke emotional resonance among a new generation of consumers through their differentiated value, reinterpreting the enduring allure and extraordinary value of natural diamonds.
De Beers Group drew inspirations from the geological wonders of the desert—the birthplace of natural diamonds—blending desert elements with the unique characteristics of natural diamonds. Through narrative-driven spatial design and interactive elements, De Beers Group translated its strategies and the value of natural diamonds into tangible realities, showcasing the breathtaking beauty and profound significance of Desert Diamonds.
Paul Rowley, Executive Vice-President, Diamond Trading, De Beers Group, stated: “We are honoured to participate in Jewellery & Gem WORLD and engage in in-depth discussions with our partners. It provided a valuable opportunity to share De Beers Group’s strategies and explore the future of the natural diamond industry. China is a crucial part of our global strategy, and we are committed to continuing our collaboration with all partners. Through comprehensive market education and communication, we aim to help more consumers appreciate the rarity of natural diamonds and deeply recognize the enduring emotions and generational significance they carry.”
Building a Sustainable Future for Natural Diamonds
During the three-day exhibition, De Beers Group successfully hosted multiple events, including a Breakfast Meeting, Show & Tell, and Natural Diamonds Leadership Forum, gathering global industry leaders to look ahead at trends and developments in natural diamond industry. At the Breakfast Meeting, Paul Rowley shared the latest progress of “Origins”, while Lynn Serfaty highlighted the Group’s initiatives in natural diamond category marketing and elaborated on the unique charm of Desert diamonds.
The Natural Diamond Leadership Forum hosted by De Beers Group emerged as a significant highlight of this year’s exhibition, offering forward-looking perspectives and profound insights. At the first panel – Innovation in the Diamond Value Chain: From Technology to Customer Experience, Wesley Tucker, CEO of Tracr, shared customer engagement strategies centered on technological evolution. In-depth discussions focused on how to drive the future growth of the natural diamond industry and tap into fast-growing markets such as China. Tucker stated, “As a core component of the ‘Origins’, Tracr leverages blockchain technology to ensure the origin and traceability of every natural diamond. We are not only building a reliable technology platform but also committed to telling the authentic and unique story behind each natural diamond. Through Tracr, we hope consumers can trust their choices with greater confidence and understand how their purchases support the communities and sustainablility.”
Lynn Serfaty, General Manager of Natural Diamond Category Marketing, De Beers Group, along with Loletta Lai, VP, Natural Diamonds APAC, De Beers Group, and others, delved into the theme of ” Unlocking Growth in the Greater China Market: Opportunities and Challenges for the Natural Diamond Industry”. They provided in-depth analysis of consumer trends and behavioural shifts in the Chinese market, while sharing strategic insights on how to align with the demands of the new generation of consumers and foster long-term desire for natural diamonds. Serfaty stated, “The new generation of consumers is redefining their emotional connection with natural diamonds. They see these diamonds not only as symbols of weddings but also as unique carriers of self-expression and gifting. These consumers value authenticity, sustainability and pursue personalized experiences and emotional resonance. Through our strategies of ‘Origins’ and ‘Building Forever’, we consistently reinforce the core characteristic of natural diamonds—rarity, value, and heritage—continuously evoking consumers’ emotional identification and desire.”
Another Leadership Forum was hosted, themed “The Billion-Year Promise: Consumer Trust in Natural Diamond”. This event delved into the goals and initiatives of the “Origin” Strategy, De Beers Group and “Building Forever”, aiming to transform each natural diamond into an eternal promise, establishing and reinforcing consumers’ enduring and solid trust.
Partnering for Value Creation: Planning the Future of Natural Diamonds
For years, De Beers Group has consistently collaborated with partners across the industry to jointly promote the development of the natural diamond sector. During the exhibition, the Group invited media and influencers to visit the Gemological Institute of America (GIA) booth and engage in natural diamonds workshops, guiding guests to explore the enduring charm and value of natural diamonds. Pritesh Patel, President and CEO of GIA, stated: “We are deeply honored to collaborate with De Beers Group. Through this workshop, we illustrated the eternal charm and profound value inherent in natural diamonds. Each natural diamond is a miracle created by the Earth over hundreds of millions of years, blending natural beauty, exquisite craftsmanship, and a commitment to sustainable development. We look forward to working with all partners to convey values of authenticity, transparency, and responsibility, helping consumers gain a deeper understanding of the precious qualities of natural diamonds, and jointly promoting the sustainable development of the industry.”
Since June of this year, GIA has ceased providing traditional 4Cs grading for laboratory-grown diamonds and adopted a descriptive rating system. Submitted samples receive only broad evaluations as “Premium” or “Standard,” with those of excessively low quality receiving no grade. In August, GIA announced that it would implement an assessment service for laboratory-grown diamonds starting in October. These measures clarify the essential differences between natural diamonds and laboratory-grown diamonds in terms of attributes and value, providing a solid foundation for the standardized and healthy development of the natural diamond industry.
In addition to the exhibition, De Beers Group also organized a visit for media and influencers at De Beers London flagship store, allowing them to experience the artistic transformation of natural diamonds from rough stones to exquisite jewellery. This visit immersed guests in the innovative interpretation of natural diamonds in contemporary fashion. It was not merely a product showcase but a vivid demonstration of De Beers Group’s “Building Forever” comitmment at the retail level. From traceable natural diamond sources to sustainable craftsmanship, design, and polishing, every step reflects the Group’s firm commitment to sustainable development. Through offline experiences, jewellery try-ons, and in-depth sharing, the guests further deepened their emotional connection and value recognition of natural diamonds.
With the brand philosophy “A Diamond is Forever,” De Beers Group not only highlighted the enduring demand and broad prospects of natural diamonds in the global market at Jewellery & Gem WORLD, but also vividly demonstrated differentiated value through its Desert Diamonds, reflecting a deep integration with its “Origins”. Through immersive experiences and in-depth interactions, the Group presented an unforgettable natural diamond journey for industry partners and the public, further advancing the education about natural diamons. Looking ahead, De Beers Group will continue to collaborate with all parties to lead the natural diamond industry toward a more transparent and sustainable future, allowing natural diamonds to shine even brighter amidst the interplay of technology, art, and culture, and to continue writing the moving legend of this era.
Hashtag: #DeBeersGroup #NaturalDiamonds #diamonds #desertdiamonds
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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 Jewellers 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 via De Beers Institute of Diamonds and a wide range of diamond sorting, detection and classification technology systems via De Beers Group Ignite. De Beers Group is committed to ‘Building Forever,’ a holistic and integrated approach for creating a better future – where safety, human rights and ethical integrity continue to be paramount; where communities thrive and the environment is protected; and where there are equal opportunities for all. De Beers Group is a member of the Anglo American plc group. For further information, visit www.debeersgroup.com.
Media OutReach
Asian Smart Medical Online Exhibition 2026: Connecting Smart Medical Suppliers with Global Buyers
Organized by AsianNet and TradeAsia (www.e-tradeasia.com), Medical Asia has been successfully facilitating international medical trade since its launch in 2024 , earning a strong reputation for high-quality participation and tangible business outcomes. In 2026, Medical Asia extends its exhibition period to strategically align with major global healthcare and medical industry events, including Medical Design & Manufacturing West, Arab Health, HIMSS Global Health Conference & Exhibition, MEDICAL JAPAN [Osaka], and Hospitalar Sao Paulo. This extended timeline enables international buyers to engage with multiple key events simultaneously, creating a more efficient and streamlined sourcing experience.
By participating in Medical Asia 2026, exhibitors can expect enhanced global exposure, broader networking opportunities, and increased potential for sustainable business growth, all while reaching a larger and more diverse international buyer base through a flexible and cost-effective hybrid exhibition model.
Medical Asia 2026 features a robust lineup of respected Taiwanese manufacturers, including industry leaders such as Perfect Medical and many more. These companies will present thousands of the latest smart medical industry products and technologies, covering a wide array of sectors crucial to modern manufacturing and production.
The event will feature an extensive selection from top manufacturers, covering categories such as Medical Devices & Clinical Equipment, Medical Supplies & Nursing Consumables, Healthcare Facility Furniture & Logistics Equipment, Emergency & Clinical Patient Monitoring Equipment, Rehabilitation & Physiotherapy Equipment / Consumables, Pharmaceutical Manufacturing, Packaging & Inspection Machinery, Medical-grade Wearables & Remote Patient Monitoring (RPM) Devices, Clinical Laboratory & IVD Analyzers, Medical-grade Materials & Components (Plastics / Rubber / Silicone, etc.), and Home Health Care Products. With thousands of the latest products, accessories, and equipment on display, the exhibition promises to be both comprehensive and highly professional. Attendees will gain valuable insights into the latest innovations and developments across the smart medical industry.
Visit the Online Exhibition:
https://www.etradeasia.com/online-show/42/Asian-Smart-Medical-Online-Exhibition-2026.html
In today’s rapidly evolving global environment, online platforms play a crucial role in breaking geographical barriers and extending marketing reach. In response to this growing demand, Medical Asia 2026 offers a comprehensive suite of innovative digital exhibition solutions, including dedicated exhibitor pages, electronic catalogs, and virtual exhibition halls. These digital tools are seamlessly integrated with TradeAsia, enabling international buyers worldwide to effortlessly discover exhibitors and explore products in depth. Through the platform, buyers can visit individual manufacturer pages, review detailed product information, submit inquiries, and communicate with exhibitors via real-time messaging. This highly interactive and user-friendly experience facilitates smooth communication, enhances buyer engagement, and fosters meaningful business connections between exhibitors and global buyers, ultimately creating valuable commercial opportunities.
TradeAsia (www.e-tradeasia.com) has been providing comprehensive B2B international trade services for buyers and sellers worldwide since 1997. With nearly three decades of industry experience, TradeAsia is recognized as one of the most established and professional global trade platforms. Today, the platform serves millions of members worldwide, featuring more than 600,000 verified suppliers and millions of up-to-date product listings across diverse industries. Every day, thousands of professional buyers from around the world use TradeAsia to source products, connect with suppliers, and explore new business opportunities. As a leading trade promotion channel in Asia, TradeAsia continues to facilitate efficient cross border trade and foster long term partnerships between global buyers and suppliers.
TradeAsia also collaborates with hundreds of trading organizations around the world to exchange marketing and promotional opportunities. As a result, suppliers who showcase their products on TradeAsia gain the chance to be featured across the publicity channels of multiple trade platforms and exhibition organizers worldwide, greatly enhancing their international visibility and marketing reach. In addition, during the period of Medical Asia 2026, promotional messages will be broadcast globally, further amplifying exposure for participating suppliers and connecting them with a wider international audience.
Hashtag: #TradeAsia
The issuer is solely responsible for the content of this announcement.
Media OutReach
Carbyne Fitness and IFPA Singapore Publish Study Revealing the Gender Gap Between Personal Training and Home Gyms
The findings, based on Carbyne Fitness’ customer data and an online database of personal training enquiries compiled by IFPA Singapore’s personal trainers, point to two fundamentally different approaches to exercise motivation and engagement between men and women.
A Tale of Two Fitness Journeys
The data suggests that men overwhelmingly prefer self-directed fitness, buying equipment such as adjustable dumbbells, benches, and racks for home use. Women, on the other hand, are more inclined toward guided training experiences led by certified professionals.
According to Brian Chang, founder of Carbyne Fitness and IFPA Singapore, this split reveals not just gender preferences, but deeper social and psychological factors shaping how Singaporeans exercise.
“Men often see fitness as something they should be able to handle on their own, like asking for help somehow means they’re not strong enough,” said Chang. “That’s why many men would rather train themselves than work with a coach. Ladies, on the other hand, are usually more open to learning and getting guidance. They see working with a coach not as weakness, but as a smart way to improve safely and effectively.”
The Male Home Gym Boom
The pandemic sparked a surge in home gym investments, and Carbyne Fitness has been at the forefront of this trend. Its adjustable dumbbells and adjustable kettlebells have become popular among working professionals looking to save time and train efficiently at home.
Carbyne Fitness’ customer data revealed that four in five customers are male. “The home gym trend among men is here to stay,” Chang explained. “They appreciate the convenience, privacy, and long-term savings. For many, it’s not just fitness equipment, it’s a personal investment in staying strong and independent as they age.”
However, with about 58% of Carbyne Fitness customers living in HDB flats, 26% in condominiums, and 16% in landed properties, many still hold the misconception that home workouts, especially in smaller HDB or condo spaces, aren’t practical or effective. Landed property owners make up less than 5% of Singapore’s dwellings, yet account for 16% of Carbyne Fitness’ customers.
| Dwelling Type | National Share (SingStat) | Carbyne Customer Share | Index (Representation) |
| HDB (Public Housing) | 72.0% | 58.5% | 0.81 (Under-indexed) |
| Condominiums | 23.3% | 25.6% | 1.10 (Over-indexed) |
| Landed Properties | 4.7% | 15.9% | 3.38 (Heavily Over-indexed) |
“One of the most common reasons people give for not buying home gym equipment is that they ‘don’t have the space,'” said Chang. “But in reality, a proper home setup doesn’t need much room; a good pair of adjustable dumbbells and a bench can fit comfortably within just one square meter if you choose the right equipment.”
Why Women Seek Trainers
In contrast, IFPA Singapore’s training enquiries show that a majority of personal training clients are female. Of the 392 Singapore-based individuals who sought personal training, 63% were women, even though men still represent the majority of gym members nationwide.
| Category | Male % | Female % | Dominant Characteristic |
| Home Gym Buyers (Carbyne) | 80% | 20% | High Autonomy |
| PT Seekers (IFPA) | 37% | 63% | Guidance Seeking |
| Population (DOS 2025) | 49.3% | 50.7% | Balanced |
“This reflects a growing confidence among women to take charge of their fitness journey,” said Chang. “But it also shows that women tend to prioritize safety and proper form. They are more willing to invest in expert guidance rather than risk injury from unguided workouts.”
Many female clients, Chang adds, have goals that extend beyond appearance: postnatal recovery, strength for caregiving, or functional fitness for daily life.
“It’s not just about aesthetics anymore,” he said. “Women are recognizing that strength training builds long-term resilience, both physically and mentally.”
Implications for Singapore’s Fitness Industry
The gender divide uncovered by Carbyne Fitness and IFPA Singapore also points to structural gaps in how Singapore’s fitness ecosystem is organized, particularly the limited avenues for personal trainers to operate independently.
Most commercial gyms and public facilities, including ActiveSG gyms, do not permit outside personal trainers to conduct sessions within their premises. Trainers who are not employed directly by these gyms are often barred from coaching clients on-site, regardless of their certification or insurance coverage.
This restriction limits both consumer choice and career opportunities within the industry. For clients, especially women who prefer guided training but may not want to commit to an expensive gym membership, the policy creates a barrier to accessing affordable, flexible coaching. For freelance trainers, it restricts their ability to build a sustainable practice or serve niche communities such as seniors, postnatal women, or first-time exercisers.
“Many independent trainers tell us their biggest challenge isn’t finding clients; it’s finding space,” said Chang. “There’s a clear demand for affordable, accessible training environments, but the system hasn’t caught up yet.”
As a result, more trainers have turned to parks, void decks, or private studios, and a growing number of clients are exploring home-based personal training, sometimes with only a pair of resistance bands. This shift reflects broader lifestyle preferences: Singaporeans want convenience, privacy, and trust, not just a gym membership.
The study suggests that expanding access to personal training across shared and public fitness spaces could help Singapore move toward a more inclusive, community-driven fitness culture, one that empowers both male and female participants to train safely, confidently, and sustainably at every stage of life.
Volunteering for the Silver Generation
Both Carbyne Fitness and IFPA Singapore are working to build a more inclusive fitness culture through the Silver Strength volunteer program, which runs weekly strength sessions for seniors using resistance bands, adjustable dumbbells, and other small equipment at Active Ageing Centers across Singapore.
The initiative, funded by the National Youth Council, empowers older adults to stay strong, mobile, and independent, while giving volunteers the chance to make a direct impact in their communities.
“Silver Strength is more than fitness. It is about bridging intergenerational gaps and helping seniors live confidently and age with strength,” said Chang.
To sign up as a volunteer, visit getcertifiedpt.com/silver-strength.
About the Study
The gender distribution insights were derived from:
- Carbyne Fitness customer data, representing over 1,000 unique customer interactions across Singapore between January 2024 and September 2025.
- IFPA Singapore’s independent observation of 392 prospective client profiles compiled between October 2025 and December 2025.
While the sample sizes differ, both data sets converge on a clear narrative: Singapore’s home gym market is predominantly male, while personal training demand is female-driven.
The full research can be accessed on https://carbyne.sg/blogs/articles/revealing-the-gender-gap-between-personal-training-and-home-gyms.
Hashtag: #CarbyneFitness
The issuer is solely responsible for the content of this announcement.
About Carbyne Fitness
Carbyne Fitness is a Singapore-based fitness equipment company focused on delivering space-efficient, performance-driven home gym solutions for modern lifestyles. Best known for its space-saving gym equipment such as adjustable dumbbells and foldable treadmills, Carbyne helps professionals, families, and seniors train effectively at home without compromising on quality or safety.
Learn more at: https://carbyne.sg
About IFPA Singapore
IFPA Singapore, operated by Get Certified PT, is the official Singapore operator of the International Fitness Professionals Association (IFPA), delivering internationally accredited personal training education and professional development. IFPA Singapore focuses on producing industry-ready practitioners through competency-based, real-world training.
Learn more at: https://getcertifiedpt.com
Media OutReach
Luyuan Group Participates in Key Event Celebrating the 50th Anniversary of China–Thailand Diplomatic Relations, Promoting Youth Exchange
As part of the program, Luyuan Group co-launched the “Ride with Panda, Toward the Future Together” China–Thailand Youth Friendship Ride. Young participants from both countries rode Luyuan motorbike featuring the panda mascot “A Pu” through iconic Bangkok landmarks, symbolizing the vitality and enduring friendship between China and Thailand.
As an invited corporate representative, Luyuan Group donated a panda-themed motorbike to Dhurakij Pundit University, encouraging youth to document cultural and exchange stories through action. This appearance highlighted Luyuan’s commitment to social responsibility and cultural influence, while also showcasing the Group’s progress in accelerating global expansion through its brand LYVA. Currently, Luyuan’s business footprint spans over 80 countries and regions.
Looking ahead, Luyuan Group will continue to collaborate with global partners to explore new paths in green mobility and contribute to sustainable development worldwide.
In addition, the event also featured the “Gifts from China” exhibition, themed around the 50th anniversary of China–Thailand friendship. Organized with the support of the China National Arts and Crafts Society’s Pattern R&D Center, the Pattern Museum, and Qilin Co-creation, the exhibition brought together numerous Chinese heritage brands, attracting significant interest from young attendees from both countries.
Among the highlights was the debut of the “The Eight Horses of Contemporary Prosperitye” — a horse-themed pattern co-created by the Pattern Museum and artist ZHENG CHONG in celebration of the Year of the Horse — adding rich cultural depth to the event. Contemporary artworks by Xu Shanxun from Mogu Gallery, along with leading Chinese brands such as GELASIGE, Beyond Home Textiles, and Youji Jewelry, further embodied the vibrant reach of Chinese culture abroad.
Hashtag: #LuyuanGroup
The issuer is solely responsible for the content of this announcement.
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