Editor’s Note
This article discusses the De Beers Group’s launch of the DiamondProof device, a tool designed to help retailers verify diamonds. It highlights the company’s strategy to differentiate itself in the competitive jewelry market, valued at 31 billion euros last year.
With its latest innovation, the jewelry group aims to assist retailers in identifying the nature of the diamonds in their possession.
In a jewelry market estimated to be worth 31 billion euros last year, the De Beers Group intends to assert its distinctive arguments in an increasingly competitive landscape.
First presented at the JCK jewelry show in Las Vegas last year, its DiamondProof device is now taking its first steps into the market. Launched in the United States ahead of its subsequent deployment in other territories, this solution was developed by the group to enable its users to distinguish natural diamonds from imitations as well as from laboratory-grown diamonds (LGD).
With this device, De Beers Group claims a verification method that is “easy and fast”, taking just seconds, with a zero percent “false positive” rate.
DiamondProof is operational for both loose and set diamonds.