De Beers introduces retail diamond verification device to boost consumer confidence

At JCK in Las Vegas, De Beers Group unveiled its latest diamond verification instrument to increase consumer confidence by distinguishing natural diamonds from lab-grown diamonds (LGD) in the retail store.

Innovative screening technology

Designed to quickly check both loose and jewelry-set diamonds, this new device has a zero false-positive rate, ensuring no LGD is misidentified as a natural diamond. Results are delivered in seconds and the device is affordable to help retailers maintain their reputation and increase sales.

Consumer awareness and education

Despite research showing that almost half of consumers are unaware of the ability to easily detect LGD, this tool highlights De Beers Group’s commitment to over two decades of leadership in synthetic diamond detection technology. The device is suitable for use at a retail checkout, as an aid in the sales process, or in the backroom for inventory control. The high-quality digital screen allows consumers to see the differences between natural diamonds and LGDs in real time, and can also display promotional or educational videos to support the sales process.

Key insights from executives

Sandrine Conseiller, CEO of De Beers Brands, emphasized the emotional importance of diamond purchases and the need to reassure consumers of the authenticity and value of their diamonds. Conseiller stressed the growing importance of consumer confidence as the price gap between natural diamonds and LGD widens.

Sarandos Gouvelis, senior vice president of pricing, product and technology development, expressed excitement about the new device following the earlier launch of AMMSMicro. He noted that this latest instrument is intended to help retail businesses build trust, reassure customers and highlight the unique value of natural diamonds, which take billions of years to form.

Availability and support

The first batch of these devices will be available later this year, and after-sales support and service will be provided in the USA. Production will increase to meet the needs of U.S. jewelry retailers. For more information, interested parties can email [email protected].