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De Beers Group’s branded polished offering, ORIGIN De Beers Group, delivers enhanced consumer assurance and empowers retailers with tools to connect more people with the beauty of natural diamonds
ORIGIN De Beers Group, the new branded polished diamond offering from De Beers Group, is now available to consumers in retail stores across North America. This marks the first time the ORIGIN De Beers Group polished diamonds are available in store, bringing the power of provenance and storytelling directly to consumers through immersive retail and digital experiences.
Unveiled at JCK earlier this year, ORIGIN De Beers Group is designed to enable retailers to tell the individual stories of natural diamonds sourced by De Beers Group, strengthening the connection between a diamond and the individual who wears it. Each ORIGIN De Beers Group diamond is ethically and responsibly sourced, polished to beautiful symmetry, and traceable* from the place it was discovered to the lives it helped transform. Powered by Tracr, the industry-leading blockchain platform developed by De Beers Group, ORIGIN De Beers Group offers end-to-end transparency and assurance of authenticity*.
For consumers, ORIGIN De Beers Group provides the opportunity to own a piece of natural beauty with a story as individual as their own. Through immersive in-store and digital experiences, each purchase becomes a window into the diamond’s provenance, rarity, and the communities it has helped support.
De Beers Group is working with 19 leading retail partners, representing 30 doors, across the United States and Canada who are bringing ORIGIN De Beers Group to consumers. In order to facilitate these retail partnerships, De Beers Group has partnered with two Sightholders, Grandview Klein and Mahendra Brothers. Together with De Beers Group, they are working with the following leading independent retailers in North America: 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.
Retail partners are equipped with advanced digital storytelling tools and seamless access to provenance data, enabling them to engage consumers with the unique journey of each diamond*— from source to store. Consumers can explore their diamond’s country of origin, its De Beers Group Natural Rarity Score™, and the social impact programmes it has helped support, creating a truly personal and meaningful purchase experience.
Sandrine Conseiller, CEO of Brands & Diamond Desirability for De Beers Group, said: “When you buy a natural diamond that is sourced by De Beers Group and part of ORIGIN De Beers Group, you will have access to its entire journey* – from the earth into your hands. This means not only transparency and authenticity, but the chance to discover the magic of a diamond’s journey, creating a connection that makes their chosen diamond feel as unique and enduring as their own story.”
Mahiar Borhanjoo, Chief Commercial Officer and Senior Vice President, Polished Diamonds, De Beers Group, said: "ORIGIN De Beers Group represents a new chapter for the polished diamond trade. For our retail partners, it is a powerful platform to engage consumers with the provenance, excellence in beauty and scintillation and rarity of natural diamonds, along with the meaningful impact they can have in the communities where they come from. By combining traceability with advanced storytelling tools, we are helping retailers strengthen trust, meet consumer demand for transparency, and create lasting value across the industry.”
For more information on where you can experience ORIGIN De Beers Group in store, visit https://origin.debeersgroup.com/
*This applies to all ORIGIN De Beers Group diamonds above 0.3 carats
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About De Beers Group
Established in 1888, De Beers Group is the world’s leading diamond company with expertise in the exploration, mining, marketing and retailing of diamonds. Together with its joint venture partners, De Beers Group employs more than 20,000 people across the diamond pipeline and is the world’s largest diamond producer by value, with diamond mining operations in Botswana, Canada, Namibia and South Africa. Innovation sits at the heart of De Beers Group’s strategy as it develops a portfolio of offers that span the diamond value chain, including its jewellery houses, De Beers London and Forevermark, and other pioneering solutions such as diamond sourcing and traceability initiatives Tracr and GemFair. De Beers Group also provides leading services and technology to the diamond industry in the form of education and laboratory services and a wide range of diamond sorting, detection and classification technology services. De Beers Group is committed to ‘Building Forever,’ a holistic and integrated approach to sustainability that underpins our efforts to create meaningful impact for the people and places where our diamonds are discovered. Building Forever focuses on three key areas where, through collaborations and partnerships around the globe, we have an enhanced ability to drive positive impact; Livelihoods, Climate and Nature. De Beers Group is a member of the Anglo American plc group. For further information, visit www.debeersgroup.com.