In a move aimed at bolstering consumer confidence and transparency, De Beers Group has launched its groundbreaking DiamondProof device in select retail stores across the United States. This innovative technology allows consumers to witness firsthand the rapid and reliable identification of natural diamonds, distinguishing them from laboratory-grown diamonds (LGDs) and diamond simulants.
The DiamondProof device, unveiled in prototype form at the JCK show in Las Vegas in June 2024, utilises advanced technology to detect the unique characteristics of natural diamonds. The device’s ability to identify the distinct chemical compositions of natural diamonds ensures precise and instantaneous identification.
“Natural diamonds and LGDs are two fundamentally different products,” stated Sandrine Conseiller, CEO of De Beers Brands. “Natural diamonds are rare, one-of-a-kind miracles of nature. 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.”
The device’s arrival in retail settings addresses a significant consumer need. Research indicates that nearly half of consumers are unaware that LGDs can be readily detected. DiamondProof provides a user-friendly solution, enabling retailers to educate their customers on the differences between natural diamonds and their synthetic counterparts.
“By rapidly and reliably identifying whether a diamond is natural, DiamondProof is instrumental in enhancing consumer confidence in natural diamond purchases,” said Sarandos Gouvelis, SVP, Pricing, Product and Technology Development at De Beers Group. “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.”
Early adopters of DiamondProof include major jewellery retailers in the U.S., with the device also being distributed to independent retail outlets. The device can screen both loose diamonds and those set in jewellery, delivering results within seconds. Notably, DiamondProof boasts a 0% false positive rate, ensuring that no LGD will be mistakenly identified as a natural diamond.