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
Celebrating Perfectly Imperfect Friendships With Natural Diamonds – De Beers
A Thoughtfully Curated Natural Diamond Bracelet Collection Celebrating Friendships That Thrive Through Individuality, Connection, and Timeless Bonds
The best friendships aren’t built on being the same, they’re built on celebrating what makes each of you different. One is the planner, the other the spontaneous one. One speaks in long voice notes, the other replies with memes. Yet somehow, it always works. It’s these beautifully imperfect bonds that deserve to be celebrated.
The Bestie Bracelet Collection honours these unique friendships through natural diamonds that symbolise strength and enduring connection. Thoughtfully designed as complementary pieces, each bracelet reflects the bond between besties who may not always match but always belong together.
Because real friendships deserve natural diamonds.
The Complementary Link Set
They say opposites attract and best friends prove it every day. One bracelet pairs bold, sculptural links with delicate chain details, while the other mirrors the story in its own distinctive way. A brilliant natural diamond sits at the heart of each design, reminding you that despite your differences, you’re connected by something timeless. Made to be worn apart but always thought of together, these bracelets celebrate friendships that are balanced, complementary and beautifully authentic.
The Aligning Rhythms Set
Some friendships simply fit. Designed as two complementary bracelets that align when brought together, this set celebrates the idea that the best relationships aren’t about being identical; they’re about bringing out the best in each other. Set with natural diamonds, no two exactly alike, the bracelets reflect the unique qualities each friend brings to the relationship. Individually elegant and even more meaningful together, they are a timeless celebration of a bond that feels effortlessly complete.
The Diamond Cipher
Every friendship has a language only the two of friends understand. Inspired by Morse Code, this bracelet uses alternating baguette and round unique diamonds to create a hidden message, subtle enough to go unnoticed, meaningful enough to last forever. Just like the bond it celebrates, every natural diamond is one of a kind, shaped by nature over billions of years, making them as timeless as the friendship they represent. Minimal design yet rich in sentiment, it’s made for the friend who knows exactly what you’re thinking with just one look.
The Eternal Circle
Some bonds never need words. Designed as two complementary bracelets, each carries one half of a timeless circle, one adorned with pavé-set natural diamonds, the other centered around a single bezel-set diamond. Distinct on their own, complete in meaning together, they celebrate a friendship that’s constant, effortless and enduring. Like real diamonds, whose extraordinary journey spans billions of years, some connections are made to last a lifetime and beyond.
Because no matter the distance, true friendships always come full circle & are truly valuable.
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