Diamond Verification Device, DiamondProof, Lands In Retail Stores For The First Time

HONG KONG SAR - Media OutReach Newswire - 4 March 2025 - De Beers Group announced that its innovative retail-facing diamond verification device, DiamondProof, has landed in select retail stores for the first time, giving consumers the ability to witness just how quickly the device can distinguish natural diamonds from non-natural diamonds,such as laboratory-grown diamonds (LGDs) and diamond simulants, providing a tool for retailers to help 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 just how quickly natural diamonds can be identified.

DiamondProof detects unique characteristics found only in natural diamonds, which formed deep within the Earth billions of years ago. In contrast, LGDs are grown under entirely different 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 U.S. 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.

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. With a zero percent 'false positive rate*,' the device will never mistake a lab-grown diamond as a natural diamond and delivers results within seconds.

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: "By rapidly and reliably identifying whether a diamond is natural, DiamondProof is instrumental in enhancing consumer confidence in natural diamond purchases. Consumers deserve clarity and having DiamondProof available in retail settings helps them 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."