No more guessing games. De Beers just dropped DiamondProof, a slick new in-store device that verifies whether a diamond is natural or lab-grown—in seconds. 🤯
First unveiled at the JCK Las Vegas show, DiamondProof is now rolling out to major jewelry retailers across the U.S., with independent stores joining the party soon. The goal? To give consumers real-time transparency and total peace of mind at the retail counter.
💡 Here’s what makes DiamondProof shine:
- 🔍 Detects unique chemical signatures in natural diamonds
- 🧪 Instantly identifies real vs. lab-grown vs. simulant stones
- ❌ 0% false positives—never mislabels a lab-grown stone
- 💬 Results show live on a digital screen for customer confidence
- 👨🔧 Comes with after-sales support & is scaling up production
“Natural diamonds and lab-grown diamonds are two fundamentally different products,” said Sandrine Conseiller, CEO of De Beers Brands.
“DiamondProof lets shoppers make informed, confident decisions on a deeply meaningful purchase.”
💬 Sarandos Gouvelis, De Beers SVP of Product & Tech, added:
“This tech is a game-changer for customer trust and retail education.”
With consumer confidence top of mind—and the line between natural and synthetic diamonds getting blurrier—this move helps De Beers put authenticity back in the spotlight 💎✨.
TL;DR:
DiamondProof = fast, foolproof, and coming soon to a jewelry store near you. It’s not just tech—it’s trust. 🔐