De Beers Group has officially launched the DiamondProof device in select retail locations throughout the United States. This advanced technology is intended to empower consumers by promoting confidence and transparency within the diamond market. The device swiftly and accurately identifies natural diamonds, distinguishing them from laboratory-grown diamonds and simulants.

First presented as a prototype at the JCK show in Las Vegas in June 2024, the DiamondProof device employs state-of-the-art technology to discern the unique characteristics of natural diamonds based on their chemical compositions.

“Natural diamonds and laboratory-grown diamonds are fundamentally different products,” stated Sandrine Conseiller, Chief Executive Officer of De Beers Brands. “Consumers must have confidence in their significant purchases, and DiamondProof allows retailers to provide this assurance.”

The introduction of this device addresses a critical consumer need, as research shows that nearly half of consumers are unaware that LGDs can be reliably detected. The DiamondProof device educates customers about the differences between natural and synthetic diamonds.

“DiamondProof improves consumer confidence in natural diamond purchases,” noted Sarandos Gouvelis, Senior Vice President of Pricing, Product, and Technology Development at De Beers Group. “Having this device in retail settings enables informed decision-making.”

Early adopters include major jewellery retailers and independent outlets, with the device capable of screening loose diamonds and those set in jewellery, providing results in seconds. Notably, DiamondProof ensures a 0% false positive rate, preventing laboratory-grown diamonds from being misidentified as natural diamonds.

Image Source: De Beers Group