De Beers Group has launched its branded polished diamond offering, ORIGIN De Beers Group, in retail stores across North America, marking the first time these diamonds are available in-store. The launch aims to provide consumers with enhanced assurance and immersive experiences while helping retailers connect more deeply with buyers.

ORIGIN De Beers Group enables retailers to tell the individual stories of natural diamonds sourced by De Beers Group. Each diamond is ethically and responsibly sourced, polished to precise symmetry, and traceable from its origin to the lives it has impacted, powered by Tracr, De Beers Group’s blockchain platform. This end-to-end traceability ensures transparency and authenticity, giving consumers a meaningful connection to their purchase.

Through immersive in-store and digital experiences, customers can explore the provenance of their diamond, the De Beers Group Natural Rarity Score™, and the social impact programs supported by the diamond’s journey. Each purchase becomes a personalized story of rarity, beauty, and community impact.

De Beers Group is working with 19 leading retail partners, covering 30 locations across the United States and Canada, to bring ORIGIN De Beers Group to consumers. Sightholders Grandview Klein and Mahendra Brothers are supporting these partnerships, along with independent retailers including Bachendorf’s, Bijouterie Italienne P.M. Inc., Blakeman’s Fine Jewelry, Brown & Co. Jewelers, CH Premier Jewelers, Gunderson’s Jewelers, Hamra Jewelers, Hamilton Jewelers, J.R. Dunn Jewelers, Kimball’s Jewelers, Korman Fine Jewelry, London Jewelers, Lugaro Jewellers, Mountz Jewelers, Razny Jewelers, Tara Fine Jewelry, Underwood’s Fine Jewelers, Wempe, and Windsor Jewelers.

Retailers are provided with advanced digital storytelling tools and access to provenance data, allowing them to share the unique journey of each diamond—from source to store.

Sandrine Conseiller, CEO of Brands & Diamond Desirability at De Beers Group, said, “ORIGIN De Beers Group offers complete visibility of a diamond’s journey from the earth into the hands of consumers, providing both transparency and a meaningful connection.”

Mahiar Borhanjoo, Chief Commercial Officer and Senior Vice President, Polished Diamonds, added, “This platform allows retailers to engage consumers with the beauty, rarity, and social impact of natural diamonds, while strengthening trust and creating lasting value in the industry.”