‘Origin De Beers Group’ Diamonds Launch in North America

De Beers Group has debuted Origin, its new branded polished-diamond line, at retail stores in the North American market.

The product allows jewelers to share the unique story of each De Beers-sourced diamond with consumers, the company said Thursday. Using Tracr, De Beers’ blockchain platform, the new label offers complete end-to end transparency and verified authenticity. With interactive in-store and digital experiences, each purchase provides an insight into the diamond’s provenance, rarity, and the community it benefits, it added.

“Origin De Beers Group represents a new chapter for the polished-diamond trade,” said Mahiar Borhanjoo, senior vice president of polished diamonds at De Beers. “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.”

Origin De Beers Group, which the miner unveiled in June at the JCK show in Las Vegas, is available to consumers through 19 retail partners at 30 stores across the US and Canada.

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