Diamond buyers today are demanding more than just sparkle—they want authenticity, transparency, and sustainability. At a recent online seminar titled "From Mine to Market: The Importance of Diamond Traceability," top industry experts revealed how innovative traceability solutions are transforming the way diamonds are sourced and sold.
Why Young Consumers Are Demanding Traceable Diamonds
David Block, CEO of Sarine Technologies, shared that interest in diamond origin is on the rise, driven largely by young consumers who care about social and environmental impacts. Sarine’s proprietary Diamond Journey™ project traces the journey of diamonds from rough to polished, giving buyers the story behind their gem.
“We are seeing an expanding consumer base that wants to know where their products come from, how they’re produced, and how they impact the world,” Block said. “These informed consumers are growing in importance, especially among younger generations. They want all this information when buying a diamond.”
The Brands Leading the Traceability Movement
Chow Tai Fook is one brand leading the charge with their T MARK program, which shares the entire journey of each diamond from the mine to the jewelry store. “T MARK is rooted in the 4T concept—Traceable, Transparent, Truthful, and Thoughtful,” said Lee Tin Hei, General Manager of Business Analytics and Technology at Chow Tai Fook.
“When customers visit our store, we share the 4T concept with them. It’s not just about beauty and craftsmanship—the story of transparency is also a key selling point,” Lee explained. T MARK diamonds now make up a quarter of Chow Tai Fook’s total diamond sales, and demand keeps growing every year.
Traceability Is the Future of Diamonds—And Major Brands Are Ready to Pay a Premium
Eira Thomas, CEO of Lucara Diamond Corp, emphasized the importance of responsible sourcing, noting that consumers today want to know if the companies they support are truly committed to ethical practices. Lucara supports diamond traceability from the moment a stone is unearthed, using the secure rough diamond trading platform, CLARA.
Rahul Jauhari, Senior Vice President of Sales and Marketing at Star Rays, echoed this sentiment, stating that demand for traceable diamonds will continue to increase over the next few years. Using the Sarine Diamond Journey™, Star Rays aims to tell the full story behind each diamond, making traceability a crucial factor in the buying decision.
“While awareness of traceability in our industry may have come a little late compared to others, we can no longer ignore it,” Jauhari said. “Leading luxury brands have already made diamond traceability a key criterion for procurement—and they’re willing to pay a premium for it. It’s only a matter of time before this becomes the mainstream standard.”
Is Diamond Traceability the New Norm?
From high-end brands to rising consumer expectations, it’s clear that diamond traceability is no longer a luxury—it’s becoming the new standard. And with major players like Sarine, Chow Tai Fook, and Lucara leading the way, the industry is gearing up for a future where every diamond comes with its own unique story of transparency, responsibility, and sustainability.
Get ready for a jewelry revolution—because the story behind the sparkle has never been more important!