The Gemological Institute of America (GIA) announced that Chinese retailer LAELIM Jewelry and Belgian diamond manufacturer IGC Group will pilot its M2M program that allows for the tracking of a diamond through the value chain. GIA said this is one of the first instances of a manufacturer and retailer implementing the M2M program in partnership.
LAELIM Jewelry CEO Lin Xiang commented, “LAELIM Jewelry is proud to be — in cooperation with the Belgian IGC Group — the very first Chinese retailer to offer diamonds that have been evaluated by GIA for its M2M program.”
She added, “The LAELIM brand will touch the Chinese consumer’s heart as the GIA M2M will give consumers a unique buying and exclusive owner experience in a way that has never been seen before. The digital journey from mining, through Belgian excellence in diamond cutting to the creation of the jewellery piece will create a more profound understanding of the beauty of the LAELIM brand.”
The program has a select number of GIA-graded stones from LAELIM Jewelry being added to the M2M program, recording each stone’s story as it moves from the mine to the consumer. IGC sources and polishes the rough diamonds, which then move to LAELIM Jewelry where consumers have the opportunity to experience their story.
IGC Group Partner and Sales Director Hans Clement noted, “The M2M platform allows us, as a Belgian manufacturer of diamonds, to share our 106 years of heritage and excellent craftsmanship with the consumer. Not only are we happy to be in this project with such reputable collaborators such as GIA and LAELIM Jewelry, but we are convinced that this digital platform creates transparency and will excite the Chinese consumer.”
GIA Executive Vice President and Chief Laboratory & Research Officer Tom Moses observed, “We are happy to have the participation of LAELIM Jewelry and IGC Group with the M2M program. Since launching in 2017, we have seen an increase in the interest of the program. Consumer demands are shifting and provenance is becoming an important topic in the buying process.”