At the 2023 JCK Las Vegas show, De Beers introduced the fine jewelry industry to Tracr. Founded in 2018, the blockchain platform uses high-speed photography to create a digital twin of a rough diamond, enabling a new standard of traceability. The mining giant promoted the technology as the backbone of its consumer-facing Origin suite of services, offered through the De Beers Institute of Diamonds, a company division that provides grading, training, and educational services to the trade.
Now, Grandview Klein Diamonds, a diamond manufacturer that has partnered with De Beers to bring the Origin experience to retailers around the country, is poised to introduce the program to a wider swath of the high-end jewelry community at Luxury, which opens May 27.
Last August, Grandview Klein gathered roughly 15 high-end retailers—many of them authorized dealers for Rolex and Patek Philippe, including J.R. Dunn in South Florida, London Jewelers on Long Island, and Razny Jewelers in Chicago—to preview the Origin program.
“We’re trying to sell diamonds a completely different way,” says Moshe Klein, president of Grandview Klein Diamonds. “It’s no longer about price. That’s the only way the diamond industry will survive. And it’s why we picked Rolex and Patek dealers mostly—because they’re used to selling branded products. With a branded product, you don’t talk about price. Price is the last discussion.”
The program, Klein notes, is retailer-focused by design—and built around the counter experience. “It gives the customer a really cool experience about the diamond—everything from how many billions of years old it is, which part of the mine it was found in, how deep it was found, what year it was found, which country it came from,” he says. “Then we talk about how unique every diamond is.”
To qualify for Grandview Klein’s program, polished diamonds must weigh 30 points or more and must have been sourced from De Beers Group mines in Botswana, Namibia, or South Africa—the three countries where Grandview Klein maintains cutting facilities.
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Top: Origin diamonds by Grandview Klein (photo courtesy of Grandview Klein Diamonds)
Source : Jck Online