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De Beers DiamondProof Devices Now Available to Jewelry Retailers February 24, 2025 (0 comments)
LONDON, United Kingdon--De Beers Group said Monday that its retail-facing diamond verification device, DiamondProof, is now available in select retail stores for the first time.
The company said having these devices in retail stores allow consumers to distinguish between natural diamonds and non-natural diamonds, such as laboratory-grown diamonds (LGDs) and diamond simulants. This allows retailers to educate their customers on the differences between natural diamonds and other products.
[De Beers DiamondProof device. Photo credit: De Beers]
DiamondProof detects unique characteristics found only in natural diamonds, which formed deep within the Earth billions of years ago. In contrast, LGDs are grown under entirely different conditions in an accelerated process which takes just a few weeks. DiamondProof is able to detect the distinct chemical compositions of natural diamonds, which differ from LGDs, allowing for precise identification of natural diamonds.
De Beers says early adopters of DiamondProof include some of the largest jewelry retailers in the U.S., the company isn’t naming names. The device will also be available in several independent retail outlets to ensure this technology reaches consumers in a variety of retail environments.
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 jewelry.
“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,” said Sandrine Conseiller, CEO of De Beers Brands. “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.”
The DiamondProof devices are now available for purchase, with production scheduled to ramp up to meet the demand of retailers in other markets into next year, De Beers said.
For more information, email dvisales@debeersgroup.com. Information about De Beers’ full suite of diamond verification instruments is available here.
