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De Beers Group Launches ORIGIN Polished Diamonds in North American Stores

The launch brings ethically sourced, traceable diamonds to retail stores, offering consumers immersive experiences and personalized stories behind each stone.

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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.”

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DiamondBuzz

Global Diamond Market Showed Mixed Trends In March As The Middle East Conflict Escalates

How Scarcity In Large Stones and Geopolitical Shifting Are Redefining Luxury Value

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The global diamond industry continues to navigate a multifaceted landscape as the second quarter approaches. While geopolitical shifts and evolving supply chains have introduced new pressures, the market remains defined by a clear divergence in demand—favoring high-carat rarity and strategic retail consolidation.

The escalation of conflict in the Middle East during February 2026 has reverberated through major trading hubs. Iranian missile strikes created temporary disruptions in Israel and Dubai, traditionally the heartbeat of the rough diamond trade. In response, rough tender houses have demonstrated remarkable agility, relocating sales to maintain liquidity.

Despite these logistical hurdles, the industry’s infrastructure remains resilient, though Indian manufacturers continue to monitor access to rough supply closely as tender locations shift.

The RapNet Diamond Index (RAPI™) for March underscores a market divided by size and scarcity. While the “big stone” luxury segment remains robust, smaller goods are facing a period of price correction.

The March performance metrics reveal a period of strategic recalibration across the diamond market, characterized by a clear correlation between stone size and price volatility. Smaller categories faced the most pronounced headwinds, with 0.50-carat stones undergoing a significant 3.5% adjustment and 0.30-carat goods softening by 1.1%. Mid-range 1-carat diamonds continued a gradual correction with a 1.7% decline, reflecting a broader trend of cautious buying in the commercial segment.

In contrast, the high-end 3-carat category demonstrated remarkable resilience, slipping only 0.5% to remain relatively stable—a testament to the enduring appeal and scarcity of larger, investment-grade stones amidst shifting global dynamics.

Conversely, 2-carat stones and above are witnessing a supply-side squeeze. Long fancy shapes are experiencing heightened desirability, and New York wholesalers report a steady flow of retail orders for high-end, investment-grade diamonds.

At the source, De Beers is signaling a more exclusive approach to the market. Following its March sight—where prices for 5-carat rough and above reportedly increased—the miner announced a reduction in its sightholder base. For the contract period beginning July 1, the list will shrink by 20–25 clients, ensuring that supply is concentrated among the most strategically aligned partners.

In the retail sector, Signet Jewelers closed its fiscal year with a strong performance, reporting $6.81 billion in sales (a 1.6% year-on-year increase). This financial health is paired with a strategic rebranding: the integration of the James Allen platform into Blue Nile. This move signals a renewed commitment to the natural diamond sector, positioning Blue Nile as a premier destination for consumers seeking authentic, timeless luxury.

While the reduction of US tariffs on Indian goods to 10% provides some relief, the industry remains vigilant. As we move further into 2026, the focus for global players will undoubtedly remain on securing high-quality rough and catering to the unwavering demand for the market’s most significant, large-scale stones.

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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.

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