When you fall in love with the person you’ll spend the rest of your life with, understanding their story and where they come from creates a deep, personal connection from the very beginning. Why should finding the diamond you’ll wear forever be any different?

Since launching in October 2025, ORIGIN De Beers Group has redefined what it means to truly know your diamond, going well beyond the traditional “4 Cs” of cut, color, clarity, and carat. Now, you can trace your diamond’s journey, from its origins to the exquisite diamond you hold today.

ORIGIN De Beers Group offers an intimate, exclusive in-person experience at select retailers nationwide, inviting customers to explore ethically and responsibly sourced natural diamonds. These diamonds not only shine in the 4 Cs but also possess provenance and traceability. Each ORIGIN De Beers Group diamond comes with its very own personalized digital experience, revealing the distinctive journey behind the stone.

Every ORIGIN De Beers Group diamond dazzles with brilliance and meticulously crafted facets, meeting the highest standards of precision and symmetry. Yet the in-store ORIGIN De Beers Group experience goes beyond the diamond’s surface level. By scanning your diamond’s QR code, you discover its story—the exact country where your diamond was born, its age, how it helps make an impact on communities and nature, alongside its unique rarity score and symmetry.

The visual experience shows you the diamond in both its raw and polished states. Together, they tell the complete story of the diamond’s becoming, spanning sometimes billions of years. From ocean tides to molten lava, elemental forces shaped ORIGIN De Beers Group diamonds long before they came into the hands of De Beers Group. Now, the only question is: which force shaped your stone?

From here, the rough diamond is transformed by craft into the cut seen today. Every ORIGIN De Beers Group diamond exhibits exemplary symmetry. In the digital ORIGIN De Beers Group experience, you can see how the lines and angles along the diamond were intentionally aligned to create such harmony for optimal sparkle. 

The social impact of each ORIGIN De Beers Group diamond is as vital as its brilliance. Every diamond helps support livelihoods in local communities as well as nature programs in the country it was discovered. (Above 0.3 carats.)

ORIGIN De Beers Group diamonds have a unique identifier and are registered on Tracr™, the world’s leading digital platform for tracing natural diamonds from their source. This offers verified, end-to-end transparency across the value chain.

Discover a diamond’s story like never before—up close and personal with ORIGIN De Beers Group. Find your diamond at an ORIGIN De Beers Group retail partner here.