De Beers’ DiamondProof Instrument Lands in Stores

By Victoria Gomelsky | March 05, 2025

At first glance, it looks like a small, portable television, or perhaps a compact microwave. In action, however, there’s no mistaking what the De Beers Group’s new DiamondProof diamond verification device is: a tool to distinguish natural diamonds from non-natural diamonds within seconds.

Introduced to the jewelry trade at JCK Las Vegas in June, the $9,500 instrument has arrived in select retail stores around the country, the De Beers Group announced in late February. It’s been designed to allow consumers a front-row seat to the verification process, showing them how quickly natural diamonds can be distinguished from lab-grown diamonds (LGDs) and simulants.

“Natural diamonds and LGDs are two fundamentally different products,” Sandrine Conseiller, CEO of De Beers Brands, said in a statement. “Natural diamonds are rare, one-of-a-kind miracles of nature that come to us from the earth through heat, pressure, and time. This incredible journey is what makes them the ultimate marker of life’s most profound emotional moments. Consumers should be able to have confidence in such a meaningful purchase, and DiamondProof allows retailers to offer them greater peace of mind. We are in a new era of transparency at retail, and customers deserve to know what they are buying.”

The verification process, which depends on identifying the distinct chemical compositions that reveal a natural diamond, works with both loose diamonds and finished jewels. Once the item in question is placed in the tray and the device is started, an image of the item appears on the machine’s touchscreen. If the item glows blue, the diamond is natural. If it glows yellow, it requires further testing.

“By rapidly and reliably identifying whether a diamond is natural, DiamondProof is instrumental in enhancing consumer confidence in natural diamond purchases,” Sarandos Gouvelis, senior vice president of pricing, product and technology development at De Beers Group, said in a statement. “Consumers deserve clarity and having DiamondProof available in retail settings helps them make informed decisions, while appreciating the unique value and story behind each natural diamond. With decades of leadership in synthetic detection technology, we are committed to providing the level of transparency that consumers expect.”

Top: DiamondProof, De Beers’ latest diamond verification device