DiamondBuzz
De Beers launches DiamondProof; distinguishes naturals from LGDs within seconds
De Beers has launched a diamond verification device aimed specifically at retailers. DiamondProof distinguishes natural gems from LGD in store within seconds as the customer looks on. DiamondProof distinguishes between the chemical composition of natural diamonds and LGD. De Beers says fewer than 1 per cent of diamonds will need additional evaluation and it guarantees that no synthetic diamonds will be mistakenly identified as natural.
De Beers Group announced that its innovative retail-facing diamond verification device, DiamondProof, has landed in select retail stores for the first time, giving consumers the ability to witness just how quickly the device can distinguish natural diamonds from non-natural diamonds, such as laboratory-grown diamonds (LGDs) and diamond simulants, providing a tool for retailers to help educate their customers on the differences between natural diamonds and other products. With research showing that almost half of consumers are unaware that LGDs can be readily detected, this easy-to-use device will enable retailers to show their customers just how quickly natural diamonds can be identified.
The first DiamondProof prototype instrument was unveiled at the JCK show in Las Vegas in June 2024 and has been developed to rapidly and easily screen both loose diamonds and those set in jewellery. With a zero percent ‘false positive rate*,’ the device will never mistake a lab-grown diamond as a natural diamond and delivers results within seconds.
Sandrine Conseiller, CEO of De Beers Brands, said: “Natural diamonds and LGDs are two fundamentally different products. Natural diamonds are rare, one-of-a-kind miracles of nature that come to us from the earth through heat, pressure and time. This incredible journey is what makes them the ultimate marker of life’s most profound emotional moments. Consumers should be able to have confidence in such a meaningful purchase, and DiamondProof allows retailers to offer them greater peace of mind. We are in a new era of transparency at retail, and customers deserve to know what they are buying.”
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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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.