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
China and African Heavyweights Unite In Powerhouse Pact To Reshape $100b Natural Diamond Industry
Signed In The Chinese Capital, The Newly Minted Beijing Declaration Unites The Shanghai Diamond Exchange (SDE) With Official Delegations From Botswana, Namibia, and South Africa.
In a major push to breathe new life into the luxury market, African diamond-producing giants and Chinese trade leaders have forged a strategic pact aimed at rekindling consumer passion for mined gems.
Signed in the Chinese capital, the newly minted Beijing Declaration unites the Shanghai Diamond Exchange (SDE) with official delegations from Botswana, Namibia, and South Africa. The agreement establishes a direct bridge between Africa’s rich mineral reserves and China’s massive retail sector, prioritizing ethical sourcing, cultural value, and long-term market growth.
Key Highlights of the Pact
- Direct Supply Connections: The SDE will act as the primary conduit, streamlining customs, taxation, and authentication to funnel African natural diamonds directly into Chinese retail channels.
- Focus on Value & Provenance: With Chinese buyers shifting toward items that offer emotional resonance, cultural depth, and enduring worth, the campaign highlights the authenticity and origin of mined stones over lab-grown alternatives.
- Socioeconomic Alignment: Co-designed around the UN Sustainable Development Goals and the African Union’s Agenda 2063, the initiative aims to ensure diamond revenues directly support economic development in African mining communities.
The high-stakes event drew heavyweights from across the global trade, including De Beers CEO Al Cook, Natural Diamond Council CEO Amber Pepper, and World Diamond Council representative Emma Wade-Smith, signaling a unified global effort to safeguard the future of the natural gem market.
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