Articles and News

New York, NY--ORIGIN De Beers Group, the branded polished diamond offering from De Beers Group, is now available to consumers in retail stores across North America. According to a news release by the company, this is the first time ORIGIN diamonds are being sold in-store after their debut at JCK earlier this year.

[Image via De Beers Group]

The release stated that ORIGIN is designed to give retailers verified provenance information and tools to explain the sourcing and history of each natural diamond. The diamonds are described as ethically sourced, polished for consistent symmetry, and traceable from discovery through the supply chain. Provenance data is supported by Tracr, De Beers Group's blockchain platform.

De Beers Group is partnering with 19 retail partners representing 30 stores across the United States and Canada. To support these partnerships, the company is working with Sightholders Grandview Klein and Mahendra Brothers. Retailers listed in the release include Bachendorf's, Bijouterie Italienne P.M. Inc., Blakeman's Fine Jewelry, Brown & Co. Jewelers, CH Premier Jewelers, Gunderson's Jewelers, Hamra Jewelers, Hamilton Jewelers, J.R. Dunn Jewelers, Kimball's Jewelers, Korman Fine Jewelry, London Jewelers, Lugaro Jewellers, Mountz Jewelers, Razny Jewelers, Tara Fine Jewelry, Underwood's Fine Jewelers, Wempe, and Windsor Jewelers.

Retailers will have access to digital tools that present each diamond's origin, De Beers Group Natural Rarity Score, and related community impact programs.

Sandrine Conseiller, CEO of Brands & Diamond Desirability for De Beers Group, said consumers will have access to the complete journey of each ORIGIN diamond, including verified transparency and authenticity.

Mahiar Borhanjoo, Chief Commercial Officer and Senior Vice President, Polished Diamonds, said the launch supports retailers by pairing traceability with digital storytelling tools to meet demand for transparency in natural diamonds.

Learn more in this news release by De Beers Group.