De Beers Group Introduces ORIGIN Polished Diamonds in North American Retail Stores

De Beers Group’s new branded polished diamond line, ORIGIN, is now available to shoppers in select retail stores across North America. This marks the first in-store rollout of ORIGIN diamonds, allowing consumers to engage directly with their provenance and stories through immersive retail and digital experiences.

First showcased at JCK earlier this year, ORIGIN De Beers Group was created to help retailers share the individual journey of each natural diamond sourced by De Beers Group, deepening the emotional connection between the stone and its wearer. Every ORIGIN diamond is responsibly and ethically sourced, expertly polished, and fully traceable* from its place of discovery to the communities it has benefited. Enabled by Tracr—De Beers Group’s blockchain-powered traceability platform—the brand provides complete transparency and authenticity*.

For consumers, ORIGIN offers an opportunity to own a natural diamond whose story is as unique as they are. Through in-store and digital tools, each purchase opens a window into the diamond’s origin, rarity, and positive social impact.

De Beers Group has partnered with 19 leading retail partners across 30 locations in the U.S. and Canada to bring ORIGIN to market. To support these collaborations, two Sightholders—Grandview Klein and Mahendra Brothers—are working with the company and with prominent independent retailers such as Bachendorf’s, Blakeman’s Fine Jewelry, Hamilton Jewelers, London Jewelers, Wempe, Windsor Jewelers, and others.

Retail partners have access to advanced digital storytelling resources and seamless provenance data, enabling them to showcase each diamond’s complete journey* from source to store. Consumers can explore details such as the country of origin, the De Beers Group Natural Rarity Score™, and the community initiatives supported by their diamond.

Sandrine Conseiller, CEO of Brands & Diamond Desirability, noted that ORIGIN gives buyers full visibility into a diamond’s journey*, offering both transparency and a deeper emotional connection.

Mahiar Borhanjoo, Chief Commercial Officer and Senior Vice President, Polished Diamonds, added that ORIGIN marks a transformative moment for the polished diamond sector by combining verified traceability with powerful storytelling, helping retailers build trust, meet the demand for transparency, and create long-term industry value.