De Beers Debuts DiamondProof for Rapid In-Store Diamond Testing  

De Beers Group has introduced its DiamondProof device at select retail stores, enabling fast verification of natural diamonds.  

DiamondProof distinguishes natural diamonds from lab-grown ones and diamond simulants by detecting unique chemical signatures, the company said Monday. Major jewelry retailers are already using the technology, which debuted in the US following its unveiling at the JCK show in Las Vegas last June, the miner noted. 

The device quickly identifies natural diamonds, while ensuring a 0% false positive rate, so lab-grown diamonds are never misidentified, according to the company. The new technology is designed for use at the retail counter so consumers can see the results on a digital screen, or in the back office. It aims to improve consumer confidence by clearly differentiating natural stones from their synthetic counterparts, allowing retailers to help educate their customers on the contrast between natural and synthetic stones.  

“Natural diamonds and lab-grown diamonds are two fundamentally different products,” said De Beers Brands CEO Sandrine Conseiller. “Consumers should be able to have confidence in such a meaningful purchase, and DiamondProof allows retailers to offer them greater peace of mind.”  

Early adopters include some of the largest US jewelry retailers, with independent stores set to carry the product soon. De Beers has also arranged for after-sales support in the US, with production slated to increase next year to meet growing demand. 

“By rapidly and reliably identifying whether a diamond is natural,” DiamondProof will be essential for improving customer confidence when making these important purchases and having the device in retail environments will help consumers “make informed decisions,” added Sarandos Gouvelis, senior vice president of pricing, product and technology development for the company.  

Image: A rough diamond. (Ben Perry/Armoury Films/De Beers)