RockHer's New Diamond Provenance Feature Allows Shoppers to Easily Trace a Diamonds Journey from Mine to Market

LOS ANGELES, July 31, 2019 /PRNewswire-PRWeb/ -- Luxury jeweler RockHer has introduced diamond provenance, allowing shoppers to easily trace diamonds from mine to market while shopping at RockHer.com. With the transparency of documented diamond provenance, you can be sure that you are not supporting conflict, child labor, or unsafe manufacturing conditions with your diamond purchase.

RockHer is a direct to consumer e-commerce retailer in Los Angeles dedicated to creating a better way to shop for high-end engagement rings online. RockHer was the first jeweler to introduce AI-powered diamond search. The company's revolutionary digital gemologist ROSI helps RockHer customers easily find the perfect diamond for their budget through a simple user interface powered by IBM's Watson.

Founded by CEO Jim Vernon, a family jeweler with over 30 years of experience in the industry, RockHer employs the industry's best designers, craftsmen, and diamond experts to skillfully create brilliant custom-made engagement rings.

"At RockHer we always make sure that the diamonds we sell have been responsibly sourced but we've always wanted to do more to make the journey of each gem even more transparent," Vernon said. "Now we are excited to take the next step and empower our customers to trace the journey of specific diamonds. They can know the whole story of a diamond before they buy."

With the new diamond provenance technology, RockHer joins Tiffany & Co and Brilliant Earth in setting the standard for responsible diamond sourcing. The provenance program is launching with a selection of 4,000 diamonds in popular engagement sizes and qualities. The provenance program will include more of RockHer's selection of 60,000 diamonds every month.

The diamond provenance documentation includes the original weight and origin of the diamond rough, the initial color grade, the cutting plan, the laser sawing details and resulting weight, the faceting and polishing, and the results of the final diamond grade from the Gemological Institute of America.

In addition to providing provenance for center diamonds, RockHer has also focused on responsible sourcing for the small diamonds in its engagement rings, partnering with Lipari, which operates the Braúna mine in Brazil, a showcase for responsible mining principles, to provide traceable small diamonds.

"We want to make sure every aspect of your ring is responsibly sourced and crafted," Vernon said. "That doesn't stop with the center diamond, it means the ring itself is made with care completely from responsibly sourced metal and gems. We know we can be proud of the way RockHer rings are made to last from responsibly sourced materials because we do it ourselves."

Through RockHer's engagement ring builder, customers can select from over 5,000 engagement ring settings and 60,000 ROSI evaluated diamonds, giving them more than 300,000,000 custom engagement ring options. RockHer then makes every engagement ring to order in its Los Angeles workshop with responsibly sourced diamonds and recycled precious metals.

SOURCE RockHer