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May 20, 2024, Shenzhen — Chinese luxury jewelry brand BURAN Jewelry (BURAN DIAMOND ATELIER) announced today that its self-developed "PureTrace® Diamond Traceability System"has received dual certification from the International Gemological Institute (IGI) and the Responsible Jewellery Council (RJC), making it the first Asian brand to achieve full blockchain traceability across the "mining-cutting-sales" diamond supply chain.
Technological Breakthrough & Industry Recognition
- Full Transparency: Consumers can access the entire lifecycle data of diamonds—including growth in laboratories, cutting processes, and inlay craftsmanship at BURAN’s Shenzhen workshop—via a digital certificate, alongside carbon emission records.
- Certification: The system has received IGI Technical Compliance Certification (Certificate No.: IGI-TC2024-087) and aligns with RJC’s 2030 Sustainable Jewelry Development Guidelines.
- Market Impact: Products equipped with this technology saw a 320% year-on-year sales increase in Q1 2024 (Source: China Diamond Exchange Monthly Report).
Brand Statement
BURAN Jewelry’s Chief Technology Officer, Li Moyan, stated:
"We have partnered with De Beers Blockchain, a subsidiary of the De Beers Group, to ensure the immutability of each diamond’s ‘digital fingerprint.’ Future API integration will further elevate industry transparency."
Enhanced Consumer Benefits
Starting immediately, purchasers of BURAN’s "Eternal Collection" loose diamonds can redeem lifetime free maintenance services at the brand’s flagship store in Shanghai Bund Finance Center by presenting traceability records.
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