De Beers Debuts Traceable ORIGIN Diamonds in US and Canadian Stores
De Beers Group has launched its new branded polished diamond collection, ORIGIN, in retail stores across North America, marking the first time this provenance-focused range is available directly to consumers.
The launch strengthens De Beers’ strategy to enhance confidence in natural diamonds through traceability and digital storytelling, enabled by Tracr, the group’s blockchain platform.
Each ORIGIN diamond can be traced from discovery, with provenance details and social-impact information accessible to buyers.
De Beers said the initiative helps retailers meet growing consumer demand for transparency in the natural diamond market while providing enhanced verification of sourcing and authenticity.
The rollout involves 19 independent retail groups across 30 stores in the US and Canada. Sightholders Grandview Klein and Mahendra Brothers are supporting supply and integration.
Participating stores include Bachendorf’s, Brown & Co. Jewelers, Hamilton Jewelers, J.R. Dunn Jewelers, London Jewelers, Lugaro Jewelers, Razny Jewelers, Wempe, and Windsor Jewelers, among others.
Retail partners have received digital tools that give access to each diamond’s provenance data, including country of origin and De Beers’ Natural Rarity Score, allowing them to showcase the journey of a diamond from source to store.
“Our aim is to give consumers access to the entire journey of a natural diamond sourced by De Beers,” said Sandrine Conseiller, CEO of Brands and Diamond Desirability. “This provides transparency and assurance, while deepening the emotional connection with the product.”
Mahiar Borhanjoo, Chief Commercial Officer and Senior VP of Polished Diamonds, described ORIGIN as “a new chapter” for the polished diamond trade, combining traceability with digital engagement tools to support retailer confidence and strengthen trust across the value chain.
