De Beers launched its Code of Origin source verification programme at PNG Jewellers stores in Maharashtra and Goa in response to consumers increasingly wanting to associate with brands and products that have strong values focused around people and bettering the planet.
PNG Jewellers, a 189-year-old jewellery brand, added that Code of Origin reflects De Beers’ deep commitment to social and environmental responsibility; it is proof that the diamonds are natural and conflict-free and were discovered by De Beers in Botswana, Canada, Namibia or South Africa where they have helped provide jobs, education, healthcare and wildlife conservation.
Each piece of jewellery comes with a 12-digit code beginning with the letters DBM engraved on it. The code, that can also be viewed on the De Beers Code of Origin card accompanying each piece of jewellery, also offers a guarantee to buyers that the diamonds in their jewellery are 100% natural, traceable, sustainably sourced.
Dr. Saurabh Gadgil, Chairman and Managing Director, PNG Jewellers, said, “PNG Jewellers is a legacy that has stood for trust, commitment and purity over the last two centuries. We constantly strive to bring offerings that reinforce our values and benefit our customers. Our association with the De Beers Group is very valuable to us and we feel honoured to launch the new ‘Code of Origin’ programme at 15 of our stores across Maharashtra and Goa!
“Offering authentic natural diamond jewellery in 0.08 carats and below with a guarantee of ethical and sustainable practices is an added benefit to our consumers. We look forward to our longstanding relationship with the brand.”
De Beers Code of Origin is part of the larger vision of the company for a better future through 12 sustainable goals based around leading ethical practices across industry; partnering for thriving communities; protecting the natural world; and accelerating equal opportunity.
Sachin Jain, Managing Director, De Beers India, added, “The De Beers Code of Origin guarantee will make consumers feel good about owning and wearing a De Beers diamond because they have been sourced by a company committed to carbon neutrality, that has helped educate young girls around the world, is ethical and sources diamonds that are natural and exquisitely beautiful. By purchasing a jewellery piece with a De Beers Code of Origin inscription, consumers themselves are contributing to our 2030 Building Forever mission to make the world a better place.”