De Beers Group has introduced its cutting-edge DiamondProof verification device in select U.S. retail stores, revolutionizing how consumers authenticate natural diamonds. Designed to enhance confidence and transparency in the diamond-buying experience, this breakthrough technology swiftly and accurately differentiates natural diamonds from lab-grown alternatives and simulants.
Initially showcased as a prototype at the JCK Las Vegas show in June 2024, DiamondProof leverages advanced detection technology to analyze the distinct chemical composition of natural diamonds. With precise and immediate results, the device offers a reliable solution to one of the industry’s most pressing challenges—ensuring consumers know exactly what they are purchasing.
“Natural diamonds and lab-grown diamonds (LGDs) are fundamentally different,” emphasized Sandrine Conseiller, CEO of De Beers Brands. “Natural diamonds are rare and irreplaceable wonders of nature. Consumers making such a meaningful purchase should have complete confidence, and DiamondProof equips retailers with a powerful tool to provide that reassurance. Transparency at retail is more crucial than ever, and this technology is a pivotal step forward.”
Market research suggests that nearly half of consumers remain unaware that LGDs are detectable. DiamondProof addresses this knowledge gap by offering an intuitive, user-friendly experience for both retailers and shoppers. The device effectively screens both loose diamonds and those set in jewelry, delivering instant, trustworthy results.
“DiamondProof is instrumental in reinforcing consumer trust in natural diamonds,” stated Sarandos Gouvelis, SVP of Pricing, Product, and Technology Development at De Beers Group. “By providing clarity and accuracy, we empower consumers to make informed choices while appreciating the rarity and heritage of natural diamonds.”
Major jewelry retailers in the U.S. have already integrated DiamondProof into their operations, with independent stores also adopting the device. A standout feature of DiamondProof is its 0% false positive rate—ensuring that no lab-grown diamond is ever misidentified as natural. This unparalleled accuracy solidifies DiamondProof as an essential tool in modern diamond retail, setting a new benchmark for industry transparency and consumer assurance.
Disclaimer: This information has been collected through secondary research and TJM Media Pvt Ltd. is not responsible for any errors in the same.
