High street jeweller Ernest Jones, part of Signet Jewelers, has collaborated with digital supply chain specialist Everledger to launch a new collection of fully traceable, blockchain-enabled natural diamond jewellery in recycled platinum and gold.
The Origin by Ernest Jones collection contains 28 diamond rings, ranging from classic solitaires to contemporary fancy-cut halo designs. Customers can trace the diamond in their ring to source using blockchain technology, including information about the rough material, followed by details of the polishing, cutting, and design stages.
Every rough diamond in the collection is assigned a “unique identification profile” and has its own GSI (Gemological Science International) certificate explaining the 4Cs that consumers can access. Additionally, each GSI certificate includes a statement on the renewable energy sources used in the diamond’s production.
The business explains: “Customers can instantly assess their diamond’s ‘digital passport’ and be completely confident of its origin by seeing its fully traceable, authenticated journey.”
Signet UK and Ireland director of product Helen Gibb said: “We are all looking to move towards a more sustainable future, and that includes making a conscious effort to know more about the origins of the things we buy. Being part of Signet, the world’s largest retailer of diamond jewellery, we know we must lead by example, and we take this responsibility very seriously.”
Origin by Ernest Jones is now available online and will be rolled out to 70 Ernest Jones stores across the country from 5 August 2023. Pieces currently feature 75% recycled materials. Prices range from £1,350 to £11,500.
Signet Jewelers is a participant in the United Nations Global Compact, a member of the World Diamond Council and a founding member of the Responsible Jewellery Council. Ernest Jones opened its doors in 1949 and today offers silver and fine jewellery collections, including brands such as Vera Wang and Le Vian, alongside watch brands Omega, Breitling, Cartier and TAG Heuer.
