De Beers introduces its diamond verification device, DiamondProof, in retail stores

The device reliably distinguishes natural diamonds from non-natural ones, such as laboratory-grown diamonds and diamond simulants

London: The De Beers Group recently announced that its innovative retail-facing diamond verification device, DiamondProof, has landed in select retail stores for the first time. The device can quickly distinguish natural diamonds from non-natural ones, such as laboratory-grown diamonds (LGDs) and diamond simulants, providing a tool for retailers to 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 how natural diamonds can be identified.

DiamondProof detects unique characteristics found only in natural diamonds, formed deep within the Earth billions of years ago. In contrast, LGDs are grown in laboratory 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.

Early adopters of DiamondProof include some of the largest jewellery retailers in the US. The device will also be available in a number of independent retail outlets to ensure this technology reaches consumers in a variety of retail environments. De Beers has said that production is scheduled to ramp up to meet the demand of retailers in other markets into next year.

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. De Beers says DiamondProof has a nearly “zero percent ‘false positive’ rate,” and will possibly never mistake a lab-grown diamond as a natural diamond.

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.”

Sarandos Gouvelis, SVP, Pricing, Product and Technology Development at De Beers Group said: “Having DiamondProof in retail settings helps customers make informed decisions, while appreciating the unique value and story behind each natural diamond. With decades of leadership in synthetic detection technology, we are committed to providing the level of transparency that consumers expect.”

The De Beers Group Plc (De Beers), a subsidiary of Anglo American Plc, is a South African-British corporation that operates in 35 countries with mining taking place in Botswana, Namibia, South Africa and Canada. The brand’s jewellery houses are De Beers Jewellers and Forevermark, and it also operates diamond sourcing and traceability initiatives Tracr and GemFair.

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