DiamondBuzz
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.
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.”
DiamondBuzz
Pandora Adds Carbon Footprint Labelling For LGDs
New Level Of Transparency Empowers Consumers To Compare Climate Impact Of Their Diamond Jewellery
For decades, diamonds have been graded by the traditional 4Cs: Cut, Colour, Clarity and Carat. Now Pandora is adding the 5th C, declaring the carbon footprint of every Pandora Lab-Grown Diamond as part of the product information on pandora.net alongside the traditional four grading criteria.
The carbon footprint covers all emissions from the diamond crafting process: from producing the raw materials used to grow the diamond all the way until it is cut and polished, ready to leave the diamond facility.
As an example, a one carat Pandora Lab-Grown Diamond has 12.58 kg of CO2e emissions. This is around 90% lower than a mined diamond of the same size.
By adding carbon footprint to the diamond conversation, Pandora gives customers an extra point of comparison and essential insight into the climate impact of their desired diamond jewellery.
CARBON FOOTPRINT COMPARABLE TO A PAIR OF JEANS
Lab-grown diamonds are chemically, optically, thermally and physically identical to mined diamonds.
Pandora stopped using mined diamonds in 2021 and is now only using lab-grown diamonds made with 100% renewable electricity and set in jewellery crafted from 100% recycled silver and gold.This significantly reduces the carbon footprint of the Pandora Lab-Grown Diamonds collection. For example, a 14k gold Pandora Infinite ring with a 1 carat lab-grown diamond has a comparable carbon footprint to a pair of jeans.
PANDORA TO SHARE FINDINGS
The carbon footprints of Pandora’s lab-grown diamonds have been calculated by external life-cycle assessment experts and published in a study verified by auditing firm EY. The study uses best practice methodology and is available on pandoragroup.com.
Adding a 5th C is a response to increasing consumer expectations to sustainability, and Pandora will share its methodology and findings with other jewellery makers to inspire greater transparency across the sector.
Pandora Lab-Grown Diamonds are currently available in the US, UK, Canada, Australia, New Zealand and Denmark with more countries to be added soon.
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