Challenge Given the rapid growth in China’s e-commerce, luxury jewellery retailers are increasingly looking to digitally connect with their consumers and build brand loyalty online. The rise of online shopping is of key importance in the Chinese market, where digitally-savvy millennials account for 68% of diamond sales compared to only 45% worldwide. Amidst this shift to online, one of the biggest challenges facing diamond retailers and e-commerce platforms is diamond fraud, with many Chinese consumers reluctant to shop online due to concerns about synthetic diamonds or fraudulent certificates. The limited access to secure and trust-worthy information about the quality and authenticity of the diamonds and their accompanying certification.

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