De Beers launches DiamondProof in stores

De Beers has announced the launch of its diamond verification device, DiamondProof, in select retail stores. The device, which can distinguish natural diamonds from non-natural diamonds, will also be available in a number of independent retail outlets. The first DiamondProof prototype instrument was unveiled at the JCK show in Las Vegas in June 2024 and has been developed to rapidly and easily screen both loose diamonds and those set in jewellery. De Beers has also claimed that the device has a zero percent false positive rate, meaning the device will never mistake a lab-grown diamond as a natural diamond. The devices are available for purchase from now, with production scheduled to ramp up to meet the demand of retailers in other markets into next year. Sandrine Conseiller, CEO of De Beers Brands, said: “Natural diamonds and LGDs are two fundamentally different products. Natural diamonds are rare, one-of-a-kind miracles of nature that come to us from the earth through heat, pressure and time. “This incredible journey is what makes them the ultimate marker of life's most profound emotional moments. Consumers should be able to have confidence in such a meaningful purchase, and DiamondProof allows retailers to offer them greater peace of mind. We are in a new era of transparency at retail, and customers deserve to know what they are buying.” Sarandos Gouvelis, SVP, pricing, product and technology development at De Beers Group, added: “By rapidly and reliably identifying whether a diamond is natural, DiamondProof is instrumental in enhancing consumer confidence in natural diamond purchases. “Consumers deserve clarity and having DiamondProof available in retail settings helps them make informed decisions, while appreciating the unique value and story behind each natural diamond. With decades of leadership in synthetic detection technology, we are committed to providing the level of transparency that consumers expect.”

De Beers launches DiamondProof in stores

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