--- title: "JCK 2024: Event Highlights and Industry Insights" description: Don't miss our detailed blog covering all the highlights and insights from JCK 2024. 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Share! - - ![](https://blog.sarine.com/hubfs/2024%20blog%20JCK%20recup.jpg) # JCK 2024: Event Highlights and Industry Insights JCK 2024 in Las Vegas once again proved itself as the premier gathering for the jewelry industry, flaunting dazzling innovations, pivotal shifts, and fascinating trends. Here’s your front-row seat to the key highlights and insights from this glittering event. ## Fresh Industry Insights Unveiled at JCK 2024 ### Shifting Brand Strategies A significant trend at JCK 2024 was the strategic rebranding efforts by major companies, transitioning from diamond-centric to all-encompassing fine jewelry brands. - De Beers: In a game-changing move, De Beers has retired its Forevermark diamond brand. Instead, they're reinventing themselves as a luxury jewelry house, emphasizing design and overall aesthetic appeal over just the diamonds. - Hearts On Fire: Following suit, Hearts On Fire has globally rebranded as an aspirational contemporary fine jewelry brand. This transformation includes a new visual identity, an innovative retail concept, and a signature collection supported by an exciting creative campaign. The focus has shifted from diamonds to modern, stylish designs that captivate today's consumers. ### Promoting Natural Diamonds De Beers Group is doubling down on natural diamonds, reviving their iconic ‘A Diamond is Forever’ campaign. This shift underscores the industry's renewed focus on natural diamonds. Notably, De Beers has ceased producing lab-grown diamonds and teamed up with Signet to promote natural diamonds and tell their unique story. Signet’s 20,000 sales associates will be trained to educate customers about natural diamonds, covering their uniqueness and the socioeconomic benefits they bring to mining communities. This initiative highlights the industry's shift towards celebrating and promoting natural diamonds. ### The Need for Enhanced Marketing of the Industry’s Sustainability Various panel discussions at JCK spotlighted the crucial need to educate consumers about the diamond industry’s positive impacts on global economies and communities. The transformative power of social media in shaping consumer perceptions was a particularly hot topic. Industry experts emphasize the urgent need to leverage modern communication platforms to engage younger consumers, enlightening them on ethical practices and the significant benefits the diamond industry provides.  Key points included: - The diamond industry's role in enhancing environmental and social initiatives. - Educating consumers about the ethical practices and positive impacts of the diamond industry. - Counteracting negative perceptions by highlighting the industry’s contributions to society, education, and the environment. - The significant economic contributions of the diamond industry, particularly in countries like Botswana, where diamonds account for 80% of national income and support one of Africa's strongest economies. [![Untitled design (32)-2](https://blog.sarine.com/hs-fs/hubfs/Untitled%20design%20(32)-2.png?width=400&height=400&name=Untitled%20design%20(32)-2.png)](https://diamond-journey.com/) ## Highlights From Our Booth Each year, the JCK Show sets the bar high, and this year was no exception! GCAL by Sarine, Sarine's North American branch, took center stage, and our booth was a buzzing hub of excitement, attracting attention from industry experts and retailers from around the globe. Here’s a breakdown of what made a splash: ### Natural Diamonds Retailers showed a renewed interest in natural diamonds, aiming for a balanced business strategy between lab-grown (LG) and natural diamonds. Highlights included: - Traceability and Origin: Our showcase of the traceability and origin of natural diamonds using GCAL By Sarine’s AI-powered certificates, which include the Diamond Journey Traceability solution, was a standout. Retailers valued the transparency, reliability, and authenticity this provided. - 3D Replicas of Rough Diamond Crystals: These replicas were a hit, emphasizing the inherent uniqueness of natural stones and resonating with consumers seeking individualized products. ### 8X Cut Grades Our new 8X cut grades for pear and marquise shapes stole the show. Retailers were mesmerized by their unparalleled brilliance and beauty. The 8X display, featuring boxes and showcase signage promoting the "Ultimate Cut Grade," received glowing feedback. ![8X shapes - sm](https://blog.sarine.com/hs-fs/hubfs/8X%20shapes%20-%20sm.jpg?width=400&height=393&name=8X%20shapes%20-%20sm.jpg) ### Retailer Support Tools - Our new support tools generated considerable interest among retailers: GCAL Retailer Lookup: This tool was highly valued, aiding retailers in offering authentic and high-quality diamonds. - New Gemprint Instrument: This innovative instrument captures a diamond's unique "optical fingerprint" in just 6-8 seconds, generating excitement across the industry for its potential to enhance traceability and authentication. Don't miss our recap video to relive some of the magic—from dazzling 8x cut diamonds on display to inspiring talks and unforgettable moments.  ### Conclusion JCK 2024 marked a pivotal moment for the jewelry industry, adapting to changing consumer preferences and technological advancements. With a strong focus on innovative branding strategies, promoting natural diamonds, and leveraging social media, the industry is set for a dynamic future. Our booth’s success, highlighted by interest in AI-based traceability, the 8X cut grades, and advanced retailer support tools, underscores our commitment to authenticity, transparency, and excellence. Here’s to the sparkling future of the jewelry industry, one diamond at a time. For the latest on diamond innovation and to see where GCAL By Sarine will be next, follow us on social media now.   [![Instagram_icon](https://no-cache.hubspot.com/cta/default/5379636/interactive-170516481081.png)](https://blog.sarine.com/hs/cta/wi/redirect?encryptedPayload=AVxigLLuHqdxxZrjpYaf4%2FnWJ4zdCci%2BIwp0jAlWTRJ2ZUDTcSOej4aYVhTXqGZgEl0qF6hZApSEXQvm6QXetXePyWs7mvXUgAaN2yft0EbpBqz%2BMQEQ2bM4vpx6VEG3qwvNXcHN2oUvibkTvW5HI7YrRepS%2BmYG8c%2BSMqc6%2FokbpAjDQrl606Vrpc1uJA%3D%3D&webInteractiveContentId=170516481081&portalId=5379636&hsLang=en) [![Facebook_Logo_2023](https://no-cache.hubspot.com/cta/default/5379636/interactive-170517160790.png)](https://blog.sarine.com/hs/cta/wi/redirect?encryptedPayload=AVxigLLLVRh6240sMIUArdIi%2FYbrUf%2BAZiCuhhapVSUhCsMeK%2FqhZaufu9jFdAxNsa2tGO3MYN0XNjDn4UYRToI0S8DF1g81bWV7EVGSTMULbnRTcJuLyAINd%2BaDo3coBOrUNxNV27EhfnOmUOfgzUSrn9kiws6J3ocS9MFXMleJEsgBx13HLuu1Y3FNbCScCMv04Tve3VpF%2B%2FPrXA%3D%3D&webInteractiveContentId=170517160790&portalId=5379636&hsLang=en) [![Linkedin-logo-on-transparent-Background-PNG-](https://no-cache.hubspot.com/cta/default/5379636/interactive-170517160775.png)](https://blog.sarine.com/hs/cta/wi/redirect?encryptedPayload=AVxigLItLtkpsH8152UFFApq5h2387f%2FfWL6xdOq%2B3GRJQUvYLdfd0mkvmJpKZtp68coxsPiV%2F91emrzLwLiYTC8Bg2SEaEqET9hGI3wcL5LJB%2F%2Fo2LeSBTChBm2MMpcP%2FmIYwKqvEW3FXvda4qWK2obUN%2B28qH5chVQiBNmWjClVykuFuQ%2BdIn%2B2pquJg2YR%2F2jL8sC7A%3D%3D&webInteractiveContentId=170517160775&portalId=5379636&hsLang=en) --- ### MORE FROM THE DIAMOND BLOG ![25 years of Setting the Standard](https://blog.sarine.com/hs-fs/hubfs/blog%20GCAL.jpg?width=310&name=blog%20GCAL.jpg) #### 25 years of Setting the Standard 17 June 2026 [0 Comments](https://blog.sarine.com/gcal-25-years?hsLang=en) - - ![The 2nd Generation of Automated Diamond Color Grading](https://blog.sarine.com/hs-fs/hubfs/2026%20blog%20colors.jpg?width=310&name=2026%20blog%20colors.jpg) #### The 2nd Generation of Automated Diamond Color Grading 30 March 2026 We are often asked: when did Sarine launch AI-based grading? 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