The Gemological Institute of America (GIA) announced that a pilot of its GIA M2M programme was being launched in the Chinese market in a tie-up with Chinese retailer LAELIM Jewelry and Belgian diamond manufacturer IGC Group. This is one of the first instances where a manufacturer and retailer have implemented the M2M programme in partnership, the GIA said in a statement released last week.

A select number of GIA-graded stones from LAELIM Jewelry have been added to the M2M programme, recording each stone’s story as it moves from the mine to the consumer, GIA said. IGC sources and polishes the rough diamonds, which then move to LAELIM Jewelry where consumers have the opportunity to experience their story.

M2M is a digital story telling platform that brings together GIA’s unique ability to scientifically match rough diamonds to the resulting polished gems with information that tells the compelling story of a diamond’s journey.

Mrs. Lin Xiang, CEO of LAELIM Jewelry, said, “LAELIM Jewelry is proud to be – in cooperation with the Belgian IGC Group – the very first Chinese retailer to offer diamonds that have been evaluated by GIA for its M2M program. The digital journey from mining, through Belgian excellence in diamond cutting to the creation of the jewelry piece will create a more profound understanding of the beauty of the LAELIM brand.”

Hans Clement, sales director and partner at IGC Group, said, “The M2M platform allows us, as a Belgian manufacturer of diamonds, to share our 106 years of heritage and excellent craftsmanship with the consumer. We are convinced that this digital platform creates transparency and will excite the Chinese consumer.”

Tom Moses, executive vice president and chief laboratory and research officer GIA said, “We are happy to have the participation of LAELIM Jewelry and IGC Group with the M2M program. Since launching in 2017 we have seen an increase in the interest in the program. Consumer demands are shifting and provenance is becoming an important topic in the buying process.”

LAELIM Jewelry was founded in Shenzhen, China in 2011. They are committed to providing diamond traceability and establishing their jewellery brand, IGC Group endorsed LAELIM in 2017.

Pic caption: The GIA M2M program kit comprising Smart Card, Mobile App and Customisable booklet

Pic courtesy: GIA