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
Divine Solitaires Named ‘Best Diamond Jewellery Brand’ At JewelZ South India 2026
The Recognition Acknowledges The Brand’s Approach To Quality Assurance, Standardised Pricing and Transparency In The Natural Diamond Solitaire Category.
Hyderabad, 25 September 2026: Divine Solitaires, India’s natural diamond solitaire brand, has been honoured with the ‘Best Diamond Jewellery Brand’ award at JewelZ South India 2026, recognising its efforts to bring greater consistency, transparency and quality assurance to the natural diamond solitaire buying experience. The award was presented on 22 September at Novotel, HICC, Hyderabad.
The recognition comes as the natural diamond solitaire category evolves, with consumers increasingly seeking greater clarity around certification, quality and pricing when making high-value jewellery purchases. Divine Solitaires has built its proposition around addressing these expectations through its 123-parameter Quality Guarantee and Nationwide Standard & Transparent Pricing, which are applied uniformly across its retail network.
With a presence through 200+ partner jewellers across 100+ cities in India, the brand offers a portfolio of 3,000+ designs, alongside consumer-focused initiatives and long-term value programmes, including buyback and upgrade options.
Commenting on the recognition, Jignesh Mehta, Founder and Managing Director, Divine Solitaires, said:
“The way consumers buy diamonds is evolving. A solitaire is a significant purchase, and today’s buyer wants greater clarity on what they are buying, how quality is evaluated and how the price is determined. At Divine Solitaires, our endeavour has been to bring greater structure and consistency to this journey through clearly defined quality parameters and transparent pricing. This recognition at JewelZ South India is encouraging because it reflects the industry’s growing focus on building trust through greater accountability and standardisation.”
Adding to the brand’s presence at the event, Jignesh Mehta participated in the panel discussion “How the Jewellery Moguls are Crafting the New Jewellery Era”, moderated by Ritu Marya, Editor-in-Chief, Retailer Media. The session brought together senior industry leaders to discuss evolving consumer expectations, trust-building and changing retail models.
Mehta’s participation focused on the evolving natural diamond solitaire category, particularly the importance of consistent quality assurance, transparency and standardisation in building consumer confidence around high-value jewellery purchases.
The recognition reinforces Divine Solitaires’ focus on creating a more structured and transparent solitaire-buying ecosystem, as the category continues to evolve alongside changing consumer expectations.
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