What if buying a diamond didn’t start with the 4Cs, but with the diamond’s own story?
That’s the premise behind ORIGIN De Beers Group, a new branded diamond experience introduced in the US.
Available through select retail partners, ORIGIN De Beers Group1 is designed for buyers who want to go deeper. Those that care about how their diamond came to be, where it was sourced, who it impacted along the way, and why it might be the one.
The launch signals a shift in the way people are connecting with natural diamonds via meaningful one-of-a-kind experiences.
It’s all about provenance
Every ORIGIN De Beers Group* diamond comes with a passport – a fully traceable digital ID that traces each gem’s journey from the moment it’s unearthed and registered, to the day it becomes yours.
This is recorded on Tracr2, the world’s leading digital platform for tracing natural diamonds from their source. ORIGIN De Beers Group charts each step in a diamond’s journey to provide a tamper-proof record using Tracr’s blockchain technology. ORIGIN De Beers Group provides enhanced assurance of provenance, backed by data.
And the ORIGIN De Beers Group experience is tailored specifically to you. The in-store sales team will invite you to scan the QR code attached to your diamond. This connects it to its blockchain record. On the ORIGIN De Beers Group digital platform, you can see each diamond’s journey and choose one that feels personal to you; one whose natural character and story resonate with your own.
Making it personal
For decades, buying a diamond has been a process steeped in formality, with bright lights, grading charts and technical terminology. It’s a process that’s precise, but not always personal.
ORIGIN De Beers Group offers a shift in tone; it uses narrative touchpoints to reveal each diamond’s formation, journey, and distinct character. The experience is designed to make choosing a natural diamond feel bespoke, connecting the diamond’s story with your own.
A natural diamond experience like never before
In a world where instant gratification is in demand, natural diamonds offer something unique. The sense of history, the magic of rarity, the feeling of owning something with a story as unique as your own.
ORIGIN De Beers Group brings that back. A reminder that natural diamonds are shaped by time, pressure, and chance. Each one as unique as a fingerprint. For buyers who want to feel confident about their natural diamonds, ORIGIN De Beers Group offers enhanced assurance of origin, a legacy of meaningful impact, and a diamond journey that reflects its story.
Explore the full ORIGIN De Beers Group experience.
*above 0.3cts
