LONDON – The Responsible Jewellery Council (RJC) has announced the appointment of Purvi Shah as its new Executive Director, effective 7 February 2026.
A respected leader with more than 15 years’ experience advancing sustainability and responsible business practices in the jewellery industry, Purvi has been instrumental in setting and evolving Environmental, Social and Governance (ESG) standards and policies that strengthen trust, transparency and long-term value creation across the jewellery value chain.
Purvi joins the RJC from De Beers, where she served as the group’s Head of Ethical and Sustainable Value Chains, spearheading transformative initiatives that embedded responsible practices into commercial strategy and operations across the diamond value chain.
In addition, she has collaborated with trade organisations across the global jewellery industry to influence policy, promote collective accountability and ensure evolving standards meet both industry needs and stakeholder expectations.
She leads the CIBJO Nomenclature Committee, where she has guided the creation of globally aligned definitions for ESG and sustainability-related marketing terminology, supporting harmonised practices across the sector.
