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.”
BrandBuzz
Natural Diamond Council Launches World Diamond Day on April 8, 2026
A new global moment to share the stories behind natural diamonds on April 8.
The Natural Diamond Council (NDC) introduces World Diamond Day on April 8, 2026, a global movement that brings people together through the stories behind natural diamonds.
On this day, everyone is invited to participate, from those who work with diamonds every day to those who wear, gift, or admire them. World Diamond Day is about sharing the personal and meaningful moments that natural diamonds represent.
Across social media, participants are encouraged to post a photo or short video that captures what natural diamonds mean to them, whether it is a milestone, a memory, a piece of jewelry you love, or the journey behind it.
On April 8, simply share your story using #WorldDiamondDay and #NaturalDiamonds to join a global wave of voices celebrating something authentic.
Stories can take many forms:
– Personal moments such as engagements, anniversaries, and heirlooms
– The journey of a diamond from origin to artistry
– Positive impact in communities, education, and conservation
– Design, craftsmanship, and finished creations
World Diamond Day is a collective moment and not a campaign. It is shaped by the people who participate, from personal milestones to the communities diamonds uplift and transform. It is a chance to see natural diamonds through the lens of real people and real stories shared around the world in real time.
In a world where so much feels easily replicated and fast, natural diamonds are enduring symbols of love and connection. Formed over billions of years, they carry memory and human meaning. World Diamond Day brings those stories into view from every corner of the world.
Everyone is encouraged to take part by sharing a story that feels personal and true. Organizations and businesses can also amplify the movement by inviting their teams, partners, and communities to participate.
Worn. Given. Passed down. Never forgotten.
On April 8, the story of natural diamonds belongs to everyone.
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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.