De Beers Group has launched its branded polished diamond line, ORIGIN De Beers Group, in retail stores across North America – the first time the range has been made available in physical retail environments.
Retail Rollout and Distribution
ORIGIN De Beers Group is now available through 19 retail partners operating 30 locations across the United States and Canada. Distribution is being facilitated through two De Beers Sightholders, Grandview Klein and Mahendra Brothers. Participating retailers include Wempe, London Jewelers, Gunderson’s, Mountz Jewelers, and others.
Traceability and Blockchain Integration
Each ORIGIN De Beers Group diamond over 0.3 carats is traceable through Tracr, De Beers Group’s blockchain platform. The system records the diamond’s country of origin and includes access to De Beers’ Natural Rarity Score, along with information on associated social investment programmes.
Mahiar Borhanjoo, Chief Commercial Officer and Senior Vice President, Polished Diamonds, De Beers Group, said: “ORIGIN De Beers Group represents a new chapter for the polished diamond trade. For our retail partners, it is a powerful platform to engage consumers with the provenance, excellence in beauty, scintillation, and rarity of natural diamonds, along with the meaningful impact they can have in the communities where they come from. 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.”
In-Store and Digital Experience
The offering includes both in-store and digital components that provide information about each diamond’s origin and journey through the supply chain. Retailers are equipped with digital tools to help communicate provenance data to customers.
Sandrine Conseiller, CEO of Brands & Diamond Desirability at De Beers Group, said: “When you buy a natural diamond that is sourced by De Beers Group and part of ORIGIN De Beers Group, you will have access to its entire journey – from the earth into your hands. This means not only transparency and authenticity, but the chance to discover the magic of a diamond’s journey, creating a connection that makes their chosen diamond feel as unique and enduring as their own story.”
For more information, visit origin.debeersgroup.com
