De Beers Launches Verification Device for Retailers
March 01, 25
(IDEX Online) - De Beers has launched a diamond verification device aimed specifically at retailers.
DiamondProof distinguishes natural gems from lab growns in store within seconds as the customer looks on.
A prototype was displayed at the JCK show in Las Vegas in June 2024 and the first batch of commercial devices has now been distributed to retailers in the US.
"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 just how quickly natural diamonds can be identified," De Beers said.
DiamondProof distinguishes between the chemical composition of natural diamonds and lab growns. De Beers says fewer than 1 per cent of diamonds will need additional evaluation and it guarantees that no synthetic diamonds will be mistakenly identified as natural.
De Beers already markets a range of diamond verification devices, but they are aimed at industry users rather than retailers.
Sarandos Gouvelis of De Beers Group said: "By rapidly and reliably identifying whether a diamond is natural, DiamondProof is instrumental in enhancing consumer confidence in natural diamond purchases."
Pic of DiamondProof courtesy De Beers.