De Beers Recruits Botswanan Olympian and Jaipur Maharaja for Diamond Campaigns

By JCK News Desk | October 12, 2026

De Beers Group has expanded its natural-diamond marketing efforts with the appointment of two prominent ambassadors in key markets, extending its partnership with Botswana Olympic gold medalist Letsile Tebogo while also naming Jaipur’s maharaja Sawai Padmanabh Singh an advocate for natural diamonds in India.

The larger of the two initiatives involves Tebogo (pictured), whose relationship with De Beers has been expanded into a three-year program involving both the company and the government of Botswana.

Originally appointed a De Beers global ambassador in 2025, the Olympic champion will now serve as the face of a global storytelling campaign called “The Road to LA28,” which will connect his athletic journey with Botswana’s long-standing relationship with natural diamonds and its development.

According to De Beers, the campaign is designed to highlight the role diamonds have played in supporting education, healthcare, infrastructure, sports, and economic development in Botswana as the country approaches the 60th anniversary of its independence.

Tebogo, who in 2024 became the first African athlete to win Olympic gold in the men’s 200 meters (as well as Botswana’s first-ever Olympic gold medal winner), said his own success story is linked to opportunities created through Botswana’s diamond wealth.

“This partnership goes beyond sport. It is about showcasing how natural resources can drive positive change and create pathways,” Tebogo said in a statement released jointly by De Beers and the Botswanan government.

In India, De Beers named 28-year-old Sawai Padmanabh Singh, the titular maharaja of Jaipur, as an advocate for natural diamonds. According to an IDEX Online report, the partnership, unveiled at Jaipur’s City Palace, will draw on Singh’s connection to one of India’s best-known former royal families and its historic association with gemstones, jewelry, and craftsmanship.

The company views India as a critical growth market for natural diamonds. De Beers is seeking to attract younger consumers and reinforce the connection between natural diamonds, heritage, rarity, and long-term value at a time when the category faces ongoing competition from lab-grown stones.

The JCK News Desk uses AI to help research and produce the first draft of articles. This story was then reviewed by staff writer David Blomquist.

Top: Letsile Tebogo (photo: Matt Borkowski/BFA.com/courtesy of De Beers Group)