Each diamond in the Origin collection is uniquely traceable, offering unprecedented transparency and a deeply personal connection for consumers.

Combining exceptional natural beauty with verified provenance, Origin diamonds are supported by blockchain—a digital ledger that securely records each diamond’s journey from its geological beginnings to the hands of skilled artisans and eventually, to the final consumer. This level of traceability allows buyers to intimately understand their diamond’s past, including the expert craftsmanship and the community impact in the country of origin.

“At De Beers, we believe that today’s consumers want more than just beauty—they want meaning and assurance,” said the company in its launch announcement. “Origin is a vision for the future of natural diamonds—accountable, authentic, and ethically traced.”

For retailers, Origin offers more than just a product. Partnering sellers will receive access to a curated suite of experiential merchandising tools, marketing support, and training resources. These are designed to help strengthen the natural diamond narrative and resonate with a generation of customers increasingly seeking transparency and sustainability.

The Origin programme also enhances the polished diamond experience by integrating it into loose programmes—helping retailers assure clients of the diamond’s integrity and ethical sourcing. The initiative underscores De Beers’ broader commitment to leading a more responsible and future-forward natural diamond industry.