The consumers of the future are changing and a new generation of socially and environmentally active consumers are emerging who want to increasingly associate with products and brands that have strong values focused on people and bettering the planet. To cater to such consumers, De Beers launched their trusted diamond program – Code of Origin at PNG Jewellers, a 189-year-old jewellery brand across their stores in Maharashtra & Goa.
The De Beers Code of Origin is a trusted source programme that reflects De Beers’ deep commitment to social and environmental responsibility, so the consumer can be proud of where the diamonds come from. The De Beers Code of Origin is proof that the diamonds are natural and conflict-free and were discovered by De Beers in Botswana, Canada, Namibia, and South Africa where they have helped provide jobs, education, healthcare, and wildlife conservation.
Each piece of jewellery comes with a 12-digit code beginning with the letters DBM engraved on it. The code, which can also be viewed on the De Beers Code of Origin card accompanying each piece of jewellery, also offers a guarantee to buyers that the diamonds in their jewelry are 100% natural, traceable, and sustainably sourced.
“PNG Jewellers is a legacy that has stood for trust, commitment, and purity over the last two centuries. 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! Offering authentic natural diamond jewellery in 0.08 carats and below with a guarantee of ethical and sustainable practices is an added benefit to our consumers. We look forward to our longstanding relationship with the brand.” said Dr. Saurabh Gadgil, Chairman and Managing Director, PNG Jewellers.
“What the De Beers Code of Origin envisions for Indian consumers is to provide complete transparency about the source and journey of their diamond jewelry through our trusted retailer partners. The De Beers Code of Origin guarantee will make them feel good about owning and wearing a De Beers diamond because they have been sourced by a company committed to carbon neutrality, a company that has helped educate young girls around the world, is ethical and sources diamonds that are natural and exquisitely beautiful. 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,” said Sachin Jain, Managing Director, De Beers India.
The De Beers Code of Origin is part of the larger vision of the brand for a better future through 12 sustainable goals based on leading ethical practices across the industry; partnering for thriving communities; protecting the natural world, and accelerating equal opportunity
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