De Beers launches 'Code of Origin' source verification programme at 15 PNG Jewellers stores
Diamond business De Beers has launched its ‘Code of Origin’ source verification programme in 15 PNG Jewellers stores across Maharashtra and Goa in response to increasing consumer demand for business transparency and ethics.
Shoppers purchasing diamond jewellery with De Beers diamonds at the select PNG Jewellers stores will be able to verify the origin of the diamonds, the Gem and Jewellery Export Promotion Council announced on its website. Pieces of jewellery mow come with a 12-digit code beginning with the letters DBM engraved on it.
The code verifies that the diamonds in that piece of jewellery are 100% natural, traceable, and sustainably sourced. It also shows that they are conflict-free and were discovered by De Beers in Botswana, Canada, Namibia, or South Africa where the business has also contributed to providing jobs, education, healthcare, and wildlife conservation.
“PNG Jewellers is a legacy that has stood for trust, commitment and purity over the last two centuries,” said PNG Jewellers’ chairman and managing director Saurabh Gadgil, the GJEPC reported. “We constantly strive to bring offerings that reinforce our values and benefit our customers. Our association with the De Beers Group is very valuable to us and we feel honoured to launch the new ‘Code of Origin’ programme at 15 of our stores across Maharashtra and Goa.”
“The De Beers Code of Origin guarantee will make consumers feel good about owning and wearing a De Beers diamond because they have been sourced by a company committed to carbon neutrality, that has helped educate young girls around the world, is ethical and sources diamonds that are natural and exquisitely beautiful,” said De Beers India’s managing director Sachin Jain. “By purchasing a jewellery piece with a De Beers Code of Origin inscription, consumers themselves are contributing to our 2030 Building Forever mission to make the world a better place.”
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