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
Russian President Putin Backs New Federal Regulations Governing LGD Labeling
Putin emphasized that stones formed by nature must remain the bedrock of the global diamond industry
Russian President Vladimir Putin has thrown his political weight behind strict new federal regulations governing how lab-grown diamonds are marketed and sold, signaling Moscow’s determination to shield its mined diamond sector from synthetic competition.
Speaking at the Russia-Africa summit in Moscow, Putin aligned himself with Finance Minister Anton Siluanov, emphasizing that stones formed by nature must remain the bedrock of the global diamond industry,
Addressing arguments from synthetic producers—who frequently contend that lab-grown stones are indistinguishable from mined gems in appearance and quality and therefore warrant comparable pricing—Putin pushed back against equating the two products.
He defended the Kremlin’s regulatory intervention, arguing that because synthetic stones are man-made, authorities are justified in prohibiting sellers from labeling them as diamonds in the literal sense of the word.
The president’s remarks reinforce a sweeping regulatory overhaul codified under Government Resolution No. 657. Taking effect on September 1, the rules mandate that all lab-grown stones be explicitly marketed as “faceted synthetic diamonds.”
Beyond renaming the category, the decree strips synthetic sellers of traditional luxury jewelry terminology. Retailers and manufacturers are barred from using the Russian word for “brilliant,” applying standard color and clarity grading scales, or deploying marketing descriptors such as “precious,” “genuine,” “natural,” “mined,” and “eco-friendly” when promoting lab-grown gems.
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