De Beers Group Launches Branded Polished Diamonds in North American Retail Stores

De Beers Group has begun selling its ORIGIN branded polished diamonds through retail stores across North America, marking the first time these traceable diamonds are available in physical locations rather than online only.

The company is working with 19 retail partners operating 30 stores in the United States and Canada to distribute ORIGIN De Beers Group diamonds, which the company unveiled at the JCK trade show earlier this year. De Beers Group has partnered with two Sightholders, Grandview Klein and Mahendra Brothers, to facilitate these retail relationships.

The participating retailers include: Bachendorf’s, Bijouterie Italienne P.M. Inc., Blakeman’s Fine Jewelry, Brown & Co. Jewelers, CH Premier Jewelers, Gunderson’s Jewelers, Hamra Jewelers, Hamilton Jewelers, J.R. Dunn Jewelers, Kimball’s Jewelers, Korman Fine Jewelry, London Jewelers, Lugaro Jewellers, Mountz Jewelers, Razny Jewelers, Tara Fine Jewelry, Underwood’s Fine Jewelers, Wempe, and Windsor Jewelers.

According to the company, each ORIGIN diamond is traceable from its source to the retail store using Tracr, a blockchain platform developed by De Beers Group. The traceability applies to all ORIGIN diamonds above 0.3 carats. The company states that retailers receive digital tools and access to provenance data that allows them to share information about each diamond’s country of origin, what De Beers Group calls its “Natural Rarity Score,” and social impact programs the diamond has supported.

The company formally launched ORIGIN De Beers Group program during the JCK Las Vegas show in June.

“When you buy a natural diamond that is sourced by De Beers Group and part of ORIGIN De Beers Group, you will have access to its entire journey — from the earth into your hands,” said Sandrine Conseiller, CEO of Brands & Diamond Desirability for De Beers Group. “This means not only transparency and authenticity, but the chance to discover the magic of a diamond’s journey, creating a connection that makes their chosen diamond feel as unique and enduring as their own story.”

Mahiar Borhanjoo, Chief Commercial Officer and Senior Vice President, Polished Diamonds, De Beers Group, said the offering provides retailers with a platform to communicate diamond provenance and rarity to consumers.

“By combining traceability with advanced storytelling tools, we are helping retailers strengthen trust, meet consumer demand for transparency, and create lasting value across the industry,” Borhanjoo said.

Additional information about store locations offering ORIGIN De Beers Group diamonds is available at origin.debeersgroup.com.