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De Beers launches DiamondProof; distinguishes naturals from LGDs within seconds

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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.”

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DiamondBuzz

Diamond market roundup: Domestic and overseas demand increasing, Chinese buyers slowly returning

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United States:Trading steady amid shortages in select categories. Market still memo-centric, with little inventory-buying. Retailers seeking 2.50 to 2.99 ct., F-H, VS-SI, rounds and fancies with no center black, paying premiums due to goods’ scarcity. Melee in demand. US February inflation better than expected at 2.8%.

Belgium:Mood improving following Hong Kong show. Dealers cautiously optimistic, as goods are starting to move. Large stones in short supply. Belgium polished exports for February down 24% year on year at $783.7 million, with volume declining 20% to 297,700 cts.

Israel:Market sentiment more positive after dealers report sales of 3 ct. and larger diamonds at Hong Kong show. Low inventories supporting prices, with some price increases in fancy shapes.

India:Manufacturers reporting better Hong Kong show than anticipated, boosting market mood. Domestic and overseas demand increasing. Chinese buyers slowly returning, especially for small goods, but quantity of purchases still limited. Polished production remains low, supporting prices and sales.

Hong Kong:

Industry reflecting on show, which beat expectations but was slow relative to pre-pandemic times. Many Indian trade buyers. Dealers following up on sale leads. Fair attracted purchasers from around the world, but few Chinese clients present. Demand was very specific, with exhibitors holding prices firm amid high replacement costs.

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DiamondBuzz

U.S. couples spent 5% less on engagement rings in 2024 : The Knot

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In recent years, the engagement ring market has witnessed significant changes, particularly in consumer spending and gemstone preferences. According to a report by The Knot, U.S. couples spent approximately 5% less on engagement rings in 2024 compared to the previous year. The average cost of an engagement ring fell from $5,500 in 2023 to $5,200 in 2024, marking a 10% decline from 2022 and a 13% decrease from 2021. This trend aligns with the increasing preference for lab-grown diamond center stones, which, for the first time, accounted for more than half of all engagement rings purchased. The shift towards synthetic diamonds has surged by 40% since 2019, contributing significantly to the downward trend in overall spending on engagement rings.

The rise in demand for lab-grown diamonds is not only reducing costs but also influencing the size of center stones. While the average cost of a natural diamond engagement ring remains at $7,600, couples who opt for lab-grown alternatives tend to select larger stones. In 2024, the average engagement ring center stone measured 1.7 carats, an increase from the 1.5-carat average in 2021. This shift suggests that couples are prioritizing carat size while seeking more affordable alternatives to mined diamonds. Additionally, shape and metal preferences have remained relatively stable, with round and oval cuts being the most popular, and white and yellow gold accounting for over 70% of engagement ring settings. Notably, yellow gold has increased in popularity by 5% year-over-year, while white gold has declined by 3%.

Beyond gemstone and metal choices, setting styles are also evolving. Prong settings continue to dominate, with 35% of respondents selecting this classic option. However, the hidden halo setting—a cluster of diamonds encircling the base of the center stone—has gained traction, capturing 18% of the market and surpassing the traditional halo setting, which saw a decline to 13%. This trend reflects a shift in aesthetic preferences among modern couples who seek a balance between timeless elegance and contemporary design. Moreover, the engagement ring purchasing process has become more meticulous. Over half of proposers spent between one and four months researching and selecting a ring, with a quarter taking even longer. The increase in shopping duration correlates with a rise in the number of jewelers visited. On average, proposers explored five stores in 2024, compared to just two in 2022 and 2023, underscoring the importance of in-person evaluation before making a purchase.

The engagement ring industry continues to adapt to evolving consumer behavior, as financial considerations, ethical concerns, and aesthetic trends shape purchasing decisions. With lab-grown diamonds offering an affordable yet visually identical alternative to natural diamonds, the shift in spending and preferences is likely to persist. As couples become more discerning and invested in the selection process, the future of the engagement ring market may see further innovations and adjustments to meet the needs of modern consumers.

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BrandBuzz

Taapsee Pannu & Sania Mirza Unveil Aukera’s Signature Collection: Echoes of Choice

The exclusive launch event at President, IHCL SeleQtions Mumbai marks the debut of Aukera’s empowering “Echoes of Choice” collection, celebrating women’s strength, individuality, and fearless decisions.

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Aukera, India’s leading lab-grown diamond jewellery brand, unveiled its highly anticipated Echoes of Choice Signature Collection at an exclusive press event held at President, IHCL SeleQtions Mumbai today. This collection is part of Aukera’s My Choice My Voice campaign, which inspires and empowers women to own their decisions and stand by their beliefs. The powerful slogan, “My Choice. My Voice,” calls on women everywhere to redefine empowerment.

The launch event was graced by actress Taapsee Pannu and tennis icon Sania Mirza, the faces of Aukera’s campaign.

The Echoes of Choice collection draws inspiration from the idea that a single choice, much like a sound wave, reverberates, creating a lasting impact. The collection transforms the power of choice into exquisite jewellery, featuring rings, hoops, bracelets, and pendants crafted in 18K gold. It also debuts Aukera’s signature E3 Diamond, a specially engineered cut that reflects the brilliance and resilience of every woman. Each piece is designed to mirror the peaks of a sound wave, symbolizing strength, courage, and the ripple effect of the fearless choices women make.

Lisa Mukhedkar, Founder & CEO of Aukera, emphasized that the brand is not just a jewellery line but a movement for freedom and self-expression. “Echoes of Choice is a collective campaign that empowers women to make choices and reject compromises. We’ve tried to recreate women’s qualities of individuality and purpose through the aesthetics of this collection. Sania Mirza and Taapsee Pannu are trailblazers who have made bold choices in both their personal and professional lives, reflecting our brand’s core values. We trust women will enjoy this collection as much as we enjoyed creating it.”

Tennis icon Sania Mirza passionately affirmed, “I believe in making my own choices. The Aukera Echoes of Choice—worn on my right hand—is a symbol of strength and determination.”

Filmfare Award Winner, Actor Taapsee Pannu proudly shared, “I stand by my choices. The Aukera Echoes of Choice on my right hand represents confidence and individuality.”

The Echoes of Choice campaign has been sparking nationwide conversations through curated storytelling, exclusive appearances, and digital engagement. Backed by a combination of print, digital, radio, in-store, and outdoor promotions, the campaign amplifies the voices of women who dare to make bold choices. The collection has already created waves with women across the country echoing My Choice, My Voice, Aukera.

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