GIA Debuts ‘Diamond Sure’

"Diamond Sure," the De Beers-developed device that sniffs out HPHT-annealed and synthetic stones, has hit the market—and it's giving some a case of sticker shock. The device sells for $12,500. A companion device—"Diamond View," which gives a definitive reading on a stone's origin—sells for more than $50,000. GIA Gem Instruments United Kingdom managing director Howard Pomerantz says the high price tag stems from the complicated laser technology the device uses. "There is really very little margin here," he says. "We are basically bringing this to market at our cost.… If a retailer can buy one or two large stones with the assurance that they are natural, they can pay for the machine immediately." Pomerantz says Diamond Sure is easy to use and compact, "about the size of a 5-in. or 6-in. portable television." The device identifies natural stones and refers for further testin
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