By
AFP
Revealed
February 24, 2025
In a bid to maintain the shine on struggling pure diamond gross sales, business big De Beers has launched a verification system to distinguish pure gems from their laboratory-grown rivals, the corporate introduced Monday.
Solely Pure Diamonds- Fb
The “DiamondProof” system is supposed to verify authenticity of treasured stones “formed deep within the Earth billions of years ago”, De Beers stated in a press launch, at a time when the business faces sturdy competitors and plummeting costs.
A black scanner-like machine obtainable at retailers within the US, it detects “the distinct chemical compositions of natural diamonds”, De Beers stated.
“The natural diamond industry is in a constant effort to create separation from lab-grown” gems, that are cheaper and solely take a number of weeks to be produced, diamond business analyst Edahn Golan informed AFP.
The launch “is part of a wider effort in the diamond industry to pull itself by the bootstraps” by means of advertising, pricing and shopper training, Golan stated.
Diamond gross sales have struggled to get well because the Covid-19 pandemic, dealing with a downturn in shopper spending, notably in China.
Diamond-producing nations like Botswana, the place the stones account for 30% of GDP and 80percentof exports, have been laborious hit.
Mining titan Anglo American introduced final Could that it deliberate to unload De Beers, which was based in 1888 by the British colonial determine Cecil Rhodes and has lengthy dominated the commerce in diamonds from southern Africa.
