he diamond industry takes a leap forward in transparency with the launch of DiamondProof, a cutting-edge verification device developed by De Beers Group.
This groundbreaking technology allows consumers and retailers to accurately distinguish between natural diamonds, laboratory-grown diamonds (LGDs), and other diamond simulants, ensuring confidence in every purchase.
For years, one of the biggest misconceptions in the diamond market has been that natural and lab-grown diamonds are indistinguishable. Studies reveal that nearly half of consumers are unaware that LGDs can, in fact, be detected.
With DiamondProof, buyers now have the power to verify the authenticity of their diamonds with absolute certainty, thanks to a zero percent false-positive rate.
The DiamondProof device employs advanced chemical composition analysis to rapidly and reliably identify natural diamonds. First unveiled as a prototype at the prestigious JCK jewelry trade show in Las Vegas last June, it quickly garnered interest from major jewelry retailers across the U.S.
The device will now be available in select independent retail stores, allowing consumers direct access to cutting-edge diamond authentication technology.
“Natural diamonds and lab-grown diamonds are two fundamentally different products,” explains Sandrine Conseiller, CEO of De Beers Brands. “Natural diamonds are rare, one-of-a-kind miracles of nature formed under immense heat, pressure, and time.
This remarkable journey makes them the ultimate symbol of life’s most profound emotional moments. Consumers deserve full confidence in such meaningful purchases, and DiamondProof empowers them with transparency and trust.”
De Beers has long been a pioneer in synthetic diamond detection, and DiamondProof is the latest innovation reinforcing its commitment to consumer clarity.
“By providing rapid and reliable identification, DiamondProof enhances confidence in natural diamond purchases,” says Sarandos Gouvelis, SVP of Pricing, Product, and Technology Development at De Beers Group.
“This is a new era of transparency at retail, and customers have the right to know exactly what they are buying.”
As more jewelry retailers adopt this revolutionary device, consumers can soon experience the convenience of DiamondProof firsthand at select major retail stores.
Whether verifying an existing piece of diamond jewelry or seeking reassurance in a new purchase, DiamondProof is set to redefine trust in the diamond-buying experience.
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