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De Beers is offering retailers and buyers a new buying experience, the ‘De Beers Beauty Scan’, a facility that makes it possible for a client to recognize and select stones with exceptional fire and life. A diamond ring is placed on the clear glass of the scanner and in seconds, the Beauty Scan comes alive with the color, life and brilliance of a De Beers diamond.
The DE beers Beauty Scan offers a client immediate visual proof of a diamond’s beauty, rather than just its gradation. A symmetrical Beauty Scan image indicates that the cut of the faces is optimized and therefore selected for beauty and not weight. De Beers has 30 stores globally including Dubai (UAE), Bahrain and Istanbul (Turkey). De Beers stores will shortly be opening in Jeddah and Riyadh in Saudi Arabia.