De Beers Group is bringing its polished diamond brand, Origin De Beers Group, to retail shelves across North America for the very first time. The collection gives jewellery buyers the opportunity to choose natural diamonds with verified provenance and a compelling narrative behind every stone.
First unveiled earlier this year at JCK, the Origin initiative allows shoppers to explore where their diamond comes from, how it was responsibly mined by De Beers, and the communities supported throughout its path. Each diamond is precision-cut, tracked above 0.3 carats, and authenticated via Tracr – the company’s advanced blockchain technology that ensures transparency from discovery to display.
Consumers can immerse themselves in interactive digital and in-store experiences that unveil details such as a diamond’s country of origin, its Natural Rarity Score, and its contribution to local development programmes.
The rollout includes 19 trusted retail partners across 30 locations in the United States and Canada, working closely with Grandview Klein and Mahendra Brothers to deliver the new offering. Stores such as Bachendorf’s, Hamilton Jewellers, London Jewellers, Tara Fine Jewellery, Wempe, and others are now equipped with digital tools that help them showcase a diamond’s complete journey.
De Beers believes Origin marks a significant evolution in retail engagement. By combining traceability with storytelling, the brand aims to build consumer trust, demonstrate rarity and beauty, and strengthen the emotional bond that comes with owning a natural diamond.