Diamond connoisseurs in India will know the entire journey of diamonds from ‘mines to market’ through De Beers’ unique Code of Origin.

Surat (Gujarat) [India), October 29 :  Now, diamond connoisseurs in India and abroad will be aware of the entire journey of the diamonds they wear, from mining to cutting and polishing to jewellery.

De Beers Group, the world’s largest diamond mining company, has announced a new strategy to connect consumers, not only to the provenance of their diamond but to the positive impact it helps in creating for the people and the planet through the trusted program called ‘De Beers Code of Origin’.

The De Beers Code of Origin will focus on the diamonds larger than 0.30 carats that have been discovered by De Beers. A unique code will be inscribed on the table of the diamond, but it will be invisible to the naked eye and does not affect the diamond’s clarity grading.

The Code of Origin is a unique customized code that assures that a diamond is natural and conflict-free and was discovered by De Beers in Botswana, Canada, Namibia, or South Africa. The code will play a direct role in De Beers’ Building Forever mission to protect the planet and improve people’s lives.

The Code of Origin will be available in India for jewellery pieces containing smaller diamonds where the Code will feature on a jewellery report that covers all the diamonds within a jewellery piece.

Noting that the majority of De Beers rough diamond production is currently sold into the market as unbranded, David Prager, Executive Vice President and Chief Brand Officer, De Beers Group, highlighted the transformative potential of the De Beers Code of Origin.

“For most consumers, it will create a step-change in the connection they have to the story of their diamond – not just where it came from and how it was sourced – but the positive difference it made in people’s lives,” said Prager.

De Beers Group’s Tracr Connected Value Chain platform – powered by a combination of blockchain, artificial intelligence, and the Internet of Things – offers the potential for new digital technology to support the Code of Origin proposition.

Code of Origin combined with Tracr provides the opportunity to tell a more data-rich story to consumers about the journey of their diamond and the people and places it has benefitted along the way

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