At a Glance
- De Beers launches ORIGIN diamonds in 30 North American stores.
- ORIGIN uses blockchain to track each diamond’s full provenance.
- Retailers share origin data, enhancing buyer confidence and transparency.
De Beers, the world’s leading diamond company, has introduced its ORIGIN line of polished diamonds to retail stores across North America.
This marks the first time consumers can purchase the provenance-focused collection directly, offering a level of transparency and verified sourcing increasingly sought after in the luxury jewelry market.
The launch responds to a rising interest among buyers who want clear insight into the origins of the diamonds they purchase. ORIGIN combines high-quality craftsmanship with accessible information about a stone’s journey from mine to market.
Tracking every diamond’s journey
The ORIGIN collection leverages De Beers’ blockchain platform, Tracr, to document each diamond’s full history. Shoppers can access detailed provenance records, learn about social-impact initiatives linked to the diamond, and view the company’s Natural Rarity Score, providing reassurance about both authenticity and ethical sourcing.
ORIGIN gives buyers full visibility into the journey of a natural diamond,” said Sandrine Conseiller, CEO of De Beers Brands and Diamond Desirability. “It combines transparency with a deeper emotional connection to the product.”
The company is partnering with 19 independent retail groups across 30 U.S. and Canadian locations, including luxury jewelers such as Bachendorf’s, Hamilton Jewelers, J.R. Dunn, London Jewelers, Lugaro, Razny, Wempe, and Windsor Jewelers.
De Beers sightholders Grandview Klein and Mahendra Brothers are supporting supply and integration.
Retailers are now equipped with digital tools that allow them to share each diamond’s origin and rarity data with clients, helping buyers feel confident in their purchase.
Mahiar Borhanjoo, De Beers’ chief commercial officer, said ORIGIN “opens a new chapter for polished diamonds, combining traceable information with tools that strengthen trust between retailer and customer.”
A century of diamond expertise
Founded in 1888 in South Africa, De Beers operates across the diamond value chain from discovery to retail, maintaining offices and operations in 36 countries.
The company emphasizes creativity, professional development, and diversity, fostering an innovative and supportive workplace.
With ORIGIN, De Beers positions itself at the forefront of the North American luxury diamond market, offering customers a more meaningful, transparent way to experience and acquire natural diamonds.
