RJC appoints Purvi Shah as executive director

The Responsible Jewellery Council has appointed Purvi Shah as its new executive director, with her tenure due to begin on 7 February 2026.

Shah, who has more than 15 years’ experience in sustainability and responsible business practice across the jewellery sector, has played a central role in shaping Environmental, Social and Governance standards across the industry.

Shah joins from De Beers, where she served as the group’s head of ethical and sustainable value chains. She led the evolution of the best practice principles and pipeline integrity programmes, which are recognised benchmark frameworks for ethical standards and supply chain accountability.

Her appointment follows a long association with the council. She has been an RJC board member since 2023 and co-chair of the standards committee since 2018, contributing to the development of the code of practices 2024, chain of custody 2024 and laboratory-grown materials standard 2025.

She also leads the CIBJO nomenclature committee, guiding work on globally aligned definitions for ESG and sustainability-related marketing terms to support uniform practices across the sector.

Shah said: “I am honoured to join the RJC at a pivotal moment for our industry as we work together to shape a future rooted in transparency, accountability, and sustainability. Responsible business is essential to consumer trust, commercial resilience, and long-term value creation. I look forward to working with the RJC team, our members, the RJC Board, and stakeholders to advance the RJC’s impact to deliver meaningful, lasting value across the supply chain.”

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