De Beers’ Purvi Shah appointed new executive director of the Responsible Jewellery Council

During her time at De Beers, Shah has been leading efforts to integrate responsible practices into the company’s commercial strategy and operations

London: The Responsible Jewellery Council has announced the appointment of Purvi Shah as its next executive director, marking a leadership change for the organization as it enters its third decade. Shah, who has worked extensively on ethical and sustainable value chains at De Beers Group, will take up the position on February 7, 2026. Her move comes at a time when the global watch and jewellery sector continues to align its operations with evolving expectations around responsible practices and transparent supply chains.

Purvi Shah, Head of Ethical and Sustainable Value Chains at De Beers, said her focus will be to position RJC “as not just a value enabler, but a driver of value creation, enhancing brand trust, fostering collaboration, and supporting long-term business resilience for members”. She added that her goal is to keep RJC active in shaping a responsible and resilient global value chain. Shah also noted that the council must be holistic in its approach since “consumers and stakeholders increasingly expect transparency and responsibility across every part of the value chain”.

During her time at De Beers, Shah has been leading efforts to integrate responsible practices into commercial strategy and operations. She oversaw the development of best practice principles and pipeline integrity programmes that are recognized as industry benchmarks for advancing ethical standards, provenance assurance and supply chain accountability.

Reflecting on her experience, Shah said, “Credibility is everything. Standards and frameworks only work if they are trusted by businesses, by consumers, and by stakeholders. At De Beers, I focused on building systems for ethics and provenance that were internationally recognized, yet practical for implementation, and could be scaled.” She added that inclusive dialogue across industry and civil society supports outcomes that strengthen the global value chain.

Shah has served on the RJC board since 2023 and has co-chaired the standards committee since 2018, contributing to the development of the council’s rule book.

RJC Chairman Dave Meleski said, “Purvi has demonstrated exceptional leadership and vision in advancing ethical business practices across the jewellery and watch sectors. Her ability to connect commercial realities with sustainability ambition, and to unite stakeholders behind shared goals, makes her the ideal leader to guide RJC into its next chapter.”

The Responsible Jewellery Council is a global membership and standards body for responsible jewellery throughout the entire supply chain – from mine to retail. It was founded in 2005 by 14 pioneering organizations including ABN AMRO, BHP Billiton Diamonds, Cartier, CIBJO (World Jewellery Confederation), the Diamond Trading Company (part of De Beers Group), Diarough, Jewelers of America, the UK’s National Association of Goldsmiths, Newmont Mining, Rio Tinto, Rosy Blue, Signet Group, Tiffany & Co., and Zale Corporation. 

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