Responsible Jewelery Council: Purvi Shah becomes new Executive Director

The Responsible Jewellery Council (RJC), the world's leading organisation for standards and responsible business practices in the jewelry and watch industry, has a new leader: Purvi Shah will take over the position of Executive Director from 7 February 2026.

With more than 15 years of experience in sustainability, ESG strategies and ethical supply chains, she is considered one of the leading voices for responsible value creation in the jewelry sector – a topic that is occupying the market more than ever before.

Voices from the industry: Clear approval from Germany

Shah's appointment is also clearly welcomed by the German Federal Association of Jewelry, Watches, Silverware and Related Industries (BVSU).
Chief Executive Officer Guido Grohmann says:

„Purvi Shah is an excellent choice. We have known her for years through our collaboration with the World Federation of Jewelry and Jewelry Manufacturers (CIBJO). Her commitment to developing RJC standards and her expertise in sustainable business practices provide the best foundation for a successful new chapter at the RJC.“

The association highlights Shah's central role in developing key RJC standards – including the Code of Practices 2024, Chain of Custody 2024, and the Laboratory-Grown Materials Standard 2025. At CIBJO, she also led the global initiative to define key ESG terms, which culminated in the "Blue List" – a milestone for consistent and reliable sustainability communication worldwide.

With Shah's appointment, ESG and "Responsible Business" are gaining new precision: she stands for clear terms, verifiable standards, and progress in origin transparency – particularly for colored gemstones and lab-grown stones, an area of growing importance. As consumers increasingly expect traceable value chains, Shah could position the RJC more strongly than ever as a binding authority in the market.

Industry expertise

Shah comes from De Beers, where as Head of Ethical and Sustainable Value Chains she was responsible for the further development of the „Best Practice Principles“ as well as programs for traceability and responsible diamond supply chains.
Her many years of work at the RJC – as a board member, co-chair of the Standards Committee and partner of international industry organizations – make her a person who understands business interests, regulatory responsibility and consumer expectations equally.

Learn more about the RJC: https://www.responsiblejewellery.com/