De Beers Group has officially introduced its polished diamond line, Origin De Beers Group, to physical retail stores throughout North America—marking the collection’s first appearance on showroom floors. The rollout gives shoppers an opportunity to experience diamonds supported by assured provenance and immersive storytelling.
First unveiled at JCK earlier this year, the Origin programme enables retailers to present the complete lifecycle of every natural diamond sourced by De Beers. Each stone is ethically mined, expertly crafted and fully traceable—from the moment it is unearthed to the communities enriched along its path. This transparency is powered by Tracr, De Beers’ blockchain-based platform that provides verified end-to-end tracking for diamonds above 0.3 carats.
Consumers can now explore their diamond’s history through interactive displays and digital storytelling tools, learning about its origin, rarity and the positive social contributions linked to its journey. The programme’s North American debut is supported by 19 retail partners operating 30 stores across the US and Canada. The initiative is brought to life in collaboration with Sightholders Grandview Klein and Mahendra Brothers, who are helping deliver the offering to leading independent jewellers including Bachendorf’s, Bijouterie Italienne P.M. Inc., Brown & Co. Jewelers, CH Premier Jewelers, Hamilton Jewelers, London Jewelers, Tara Fine Jewelry, Wempe and several others.
Retailers are equipped with digital experiences that showcase each stone’s path from origin to display case. Shoppers can access key details such as its mining location, Natural Rarity Score, and the community development initiatives supported by the De Beers value chain.
Sandrine Conseiller, CEO, Brands & Diamond Desirability, De Beers Group, commented:
“When you choose a natural diamond sourced by De Beers Group under the Origin programme, you gain insight into its full journey—from the earth to your hands. It offers transparency, authenticity and an emotional connection that makes each diamond feel truly personal and everlasting.”
Mahiar Borhanjoo, Chief Commercial Officer and Senior Vice President, Polished Diamonds, De Beers Group, added:
“Origin De Beers Group marks a transformative step for the polished diamond market. It gives our retail partners a compelling way to engage today’s consumers by pairing provenance with outstanding beauty, light performance and natural rarity—while also highlighting the positive impact these diamonds create in their source communities. With verifiable traceability and next-generation storytelling tools, we’re helping retailers deepen trust and build long-term value across the industry.”
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