Editor’s Note
This article highlights a significant move in the luxury jewelry sector, as Jared Jewelers launches a blockchain-traceable natural-diamond collection. This initiative underscores the growing industry emphasis on transparency and ethical sourcing, allowing consumers to verify the provenance and journey of their diamonds.
Signet-owned luxury brand Jared Jewelers has launched a new collection featuring traceable natural diamonds, along with a celebrity campaign.
Every diamond in the new collection, called Storied Diamond Desert Sand of Eternity, is tracked using a digital blockchain, from its mine in Botswana through the process and certification, the jeweler said Tuesday. The stones are equipped with a QR code that reveals 40 data points and images, including the diamond’s rough shape, country of origin, transformation journey, and the final Gemological Institute of America (GIA) certification.
The collection campaign features actress Antonia “Toni” Gentry, star of the Netflix series Ginny & Georgia. She advocates for both the transparency and value of natural diamonds, helping people connect with their diamond by following its journey, Jared said.
The collection features diamonds of various hues and sizes set in anniversary bands, engagements rings and fashion pieces, as well as loose stones. They retail for $1,700 to $22,999.
The promotion coincided with the global premiere of A Diamond Is Born.
