A New Era of Leadership: Purvi Shah to Helm the Responsible Jewellery Council
The Responsible Jewellery Council (RJC), the foremost global standards-setting organization for the watch and jewellery industry, has announced a significant leadership transition. Purvi Shah, a distinguished veteran of De Beers and a pivotal figure in the advancement of ethical industry standards, will take the helm as the new Executive Director, effective February 7, 2026. This appointment marks a critical moment for an industry navigating the complexities of sustainability, consumer trust, and transparent governance.
Shah will succeed John Hall, who has been serving as the RJC’s interim Executive Director. Hall stepped into the role following the departure of Melanie Grant in January 2025, who concluded her two-year tenure with the organization. Shah’s ascendancy to this key position is seen by many as a strategic move to deepen the council’s impact, leveraging her extensive experience to fortify its mission and guide its diverse global membership into a future defined by integrity and accountability.
A Legacy of Ethical Leadership: Who is Purvi Shah?
Purvi Shah is no newcomer to the intricate world of jewellery ethics. Her career is distinguished by a profound commitment to embedding responsible practices into the very fabric of the industry. With over 15 years dedicated to advancing sustainability and ESG standards, she brings a wealth of knowledge and proven leadership to the RJC.
A Seventeen-Year Tenure at De Beers
For 17 years, Shah has been an integral part of the De Beers Group, most recently serving as the Head of Ethical and Sustainable Value Chains. In this capacity, she was the driving force behind transformative initiatives that have become industry benchmarks. Shah spearheaded the evolution of the company’s acclaimed Best Practice Principles and Pipeline Integrity programs, which are designed to ensure the highest ethical standards across the diamond value chain. Her work was instrumental in integrating sustainability into De Beers’ core commercial strategy and operations, ensuring the company’s ESG credentials evolved to meet the rising expectations of stakeholders and consumers alike. RJC Chairman Dave Meleski praised her ability to connect “commercial realities with sustainability ambition” and unite stakeholders, identifying her as the “ideal leader to guide the RJC into its next chapter.”
A Deep-Rooted Commitment to the RJC
Shah’s appointment is a natural progression of her long and dedicated service to the Responsible Jewellery Council. Long before being named Executive Director, she was a key architect of its governing principles. She has been an active RJC board member since 2023 and has served as the influential co-chair of its Standards Committee since 2018. This deep-seated involvement has given her an intimate understanding of the council’s mechanisms, challenges, and immense potential. Her transition from a key committee leader to the head of the organization ensures a continuity of vision while promising a fresh perspective on its future direction.
Architect of Modern Standards: Shah’s Impact on RJC Governance
Perhaps Purvi Shah’s most significant contribution to the industry to date has been her pivotal role in shaping the very standards that govern it. As co-chair of the Standards Committee, she has been at the forefront of modernizing the RJC’s foundational documents, ensuring they remain robust, relevant, and responsive to a rapidly changing world.
Modernizing the Rulebook: The 2024 Code of Practices (COP)
Shah was a central figure in the development of the RJC’s 2024 Code of Practices (COP), the most comprehensive update to the standard since 2019. The COP is the mandatory standard for all RJC members, providing a common framework for responsible business practices from mine to retail. The 2024 revision, which Shah helped oversee, introduced critical new provisions addressing contemporary challenges. These include new requirements for managing greenhouse gas emissions, water and natural capital, and promoting diversity, equity, and inclusion. This forward-thinking update reflects a deeper understanding of sustainability and prepares members for future regulations, thereby reducing reputational and regulatory risks.
Navigating New Frontiers: The Inaugural Laboratory-Grown Material Standard
Recognizing the burgeoning significance of the lab-grown diamond and gemstone sector, Shah played an instrumental role in the creation of the RJC’s first-ever Laboratory Grown Material Standard (LGMS). This groundbreaking framework was designed to enhance transparency, sustainability, and ethical business practices within this rapidly expanding segment of the market. The LGMS provides clear and enforceable guidelines covering legal compliance, human and labor rights, environmental management, and product disclosure to build consumer trust. Initially voluntary, the standard is set to become mandatory for all RJC members handling lab-grown materials, ensuring that this innovative sector grows in a manner consistent with the highest ethical principles.
Beyond the RJC: Championing Clarity Across the Industry
Shah’s influence extends well beyond her direct work with De Beers and the RJC. She has demonstrated a commitment to fostering a culture of transparency across the entire jewellery landscape, most notably through her leadership in a key international initiative.
The CIBJO ‘Blue List’: A Quest for a Common Language
As head of the Nomenclature Committee for CIBJO (the World Jewellery Confederation), Shah has been leading the vital work on the “Blue List.” This initiative was born from the pressing need to bring clarity and consistency to the language of sustainability in the jewellery industry. With the rise of “greenwashing” and vague marketing claims, consumer trust is often eroded by confusing or unsubstantiated terminology. The Blue List aims to establish a globally recognized lexicon for ESG terms, providing clear, distinct, and substantiated definitions for words like “responsible,” “ethical,” and “sustainable.” This work is crucial for ensuring that when companies communicate their sustainability efforts, they do so with accuracy and integrity, empowering consumers to make truly informed decisions.
A Time of Transition: Navigating Changes at the RJC and De Beers
Shah’s appointment comes during a period of notable transition for both the RJC and De Beers, underscoring a broader evolution within the industry’s leadership landscape.
Stability at the Helm of the RJC
The RJC has experienced several leadership changes in recent years. Melanie Grant’s departure in January 2025 came after a two-year period during which she helped grow the organization’s membership to over 2,000 companies. John Hall, a founding board member of the RJC and former executive at Rio Tinto, has provided crucial stability as interim Executive Director, a role he also filled in 2022 after the resignation of former head Iris Van der Veken amidst the industry’s crisis over Russian diamond sourcing. Shah’s appointment is anticipated to usher in a new chapter of sustained and stable leadership.
A Shifting Landscape at De Beers
Shah’s departure is the latest in a series of high-profile exits from De Beers. In October 2025, Feriel Zerouki, the company’s Chief Trade and Industry Officer, left after an impactful 20-year career. Zerouki was a trailblazer in her own right, leading the launch of the Tracr™ blockchain platform and the GemFair program for artisanal miners. She also continues to serve as the President of the World Diamond Council.
Additionally, Pamela Fierst-Walsh, a former State Department official who specialized in conflict minerals and served as the U.S. representative to the Kimberley Process, departed her role as De Beers’ vice president of global affairs for North America less than a year after joining. According to her LinkedIn profile, Fierst-Walsh is now a senior program manager at Google. These departures signal a significant shift in the executive ranks of the diamond powerhouse. Notably, Shah is now the second former De Beers executive to lead the RJC, following Andrew Bone, who served as executive director from 2015 to 2019 after a long career with the diamond company.
With her unparalleled expertise in standards development and a clear, collaborative vision for the industry’s future, Purvi Shah is poised to lead the Responsible Jewellery Council into its next vital chapter. Her tenure, beginning in February 2026, will be watched closely as she works to enhance trust, foster innovation, and build a truly resilient and responsible future for the global jewellery industry.
