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De Beers launches ORIGIN branded diamonds in North American stores

20th November 2025

By: Creamer Media Reporter

     

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De Beers Group has rolled out its new branded polished diamond offering, ORIGIN, into retail stores across North America, the first time the provenance-focused range is available directly to consumers.

The launch advances De Beers’ strategy to strengthen assurance around natural diamonds through traceability and digital storytelling tools enabled by Tracr, the group’s blockchain platform. Each ORIGIN diamond is traceable from the point of discovery, with provenance data and social-impact information accessible to buyers.

De Beers said in a statement that the initiative supported retailers in meeting growing consumer demand for transparency in the natural diamond segment, while offering enhanced verification of sourcing and authenticity.

The miner is partnering with 19 independent retail groups, representing 30 stores across the US and Canada, for the roll-out. 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 Jewellers, Razny Jewelers, Wempe and Windsor Jewelers, among others.

Retail partners have been equipped with digital tools that provide access to provenance data, including each stone’s country of origin and De Beers’ Natural Rarity Score, enabling them to demonstrate the individual 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 De Beers brands and diamond desirability CEO Sandrine Conseiller. “This provides transparency and assurance, while deepening the emotional connection with the product.”

Chief commercial officer and senior VP of polished diamonds Mahiar Borhanjoo said ORIGIN represented “a new chapter” for the polished trade, combining traceability with digital engagement tools to support retailer confidence and strengthen trust across the value chain.

Edited by Creamer Media Reporter

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