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De Beers to tell “Origin Stories” About its Diamonds



De Beers is testing a plan to sell diamonds with an “origin story” at 65 stores through the United States.

Under the plan, every diamond purchase comes with a QR code that the client can scan to get more information on their diamond. The pilot program just started and will run through the holiday season, at select Ben Bridge, Lugaro Jewellers, Diamonds International, Tara Fine Jewelry, and Bijouterie Italienne stores.

Info available through the QR code aims to “give each diamond a unique personality,” says De Beers chief brand officer and executive vice president David Prager. “It’s not about all diamonds, but about the consumer’s particular diamond.”


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