FOCUS 焦点 JNA July/August 2025 | 13 the point of sale,” shared Johnson. “With its sleek design, user-friendly interface and large screen, it is perfectly suited to educate consumers about natural diamonds and what distinguishes them from LGDs.” Consumer engagement is another downstream priority. The “Origin, De Beers Group” branded polished diamond offering enables retailers to tell individual stories of natural diamonds sourced by De Beers, thereby strengthening the connection between a diamond and the individual who wears it. Consumers will get to explore the details of their diamond’s country of origin and journey through the value chain, supported by the Tracr blockchain platform. They can likewise access information about their unique purchase, including its rarity score and the social impact programmes it has supported. Retailers will be provided with advanced digital tools as well, enhancing consumer engagement through seamless access to provenance information and brand storytelling. Jewellery narratives Transparency and traceability extend to jewellery too, thanks to Experloop, the world’s first gold microchip for the certification and identification of jewellery and watches. Developed by Singapore jeweller Michael Koh, the 2mm round gold RFID microchip is attached to watches and jewellery and can be scanned to retrieve relevant data on the piece’s legacy and story. The item’s owner can access and update their data directly through the Experloop software system. According to Koh, his main objective is to allow the jewellery piece “to tell its own story.” Since jewellery is often passed down to the next generation or resold, Experloop was created to consolidate the core memories, milestones and complex emotions associated with the piece, together with documentation such as certificates, invoices and important information that can sometimes get lost or misplaced. First used in Koh’s jewellery creations and sold in his boutique, Caratell, Experloop is now available commercially. “Demand is coming from jewellers, watch and jewellery brands, and insurance companies, with interest from various geographic markets,” said Koh. “Even my previous clients who learned that we now have this technology came back to have their jewellery fitted with the microchip.” Priced at US$30 to US$35, the patent-pending chip uses passive RFID technology and requires sensory touch activation, which guards against unauthorised scanning. Biometric authentication requirements also ensure that the process is secure. Experloop also protects against counterfeiting. Noting that global brands lose millions of dollars annually due to the influx of counterfeit goods from the black market, Koh said, “Logos, tags, even serial numbers can be faked, but a microchip with a signal and data that only lives in the Experloop network can be sold and assigned to brands, installed in their pieces, and instantly verify their authenticity and value.” The chip’s casing is designed for easy assembly into jewellery. It is waterproof, resistant to ultrasonic washing and plating, and can withstand high temperatures of up to 180 degrees Celsius. “Experloop meets consumer demands for authenticity, provenance and storytelling, while providing a secure and permanent way to store important information,” said Koh. “Companies and brands currently rely on the customer's memory to keep the story alive. Experloop allows all necessary details – including brand information and the customers’ purchase drivers – to be embedded within the jewellery itself.” Diamond key pendant and a sapphire and diamond lock pendant fitted with Experloop microchips 植入Experloop微芯片的钻石钥 匙吊坠、蓝宝石和钻石锁吊坠 Certified Hybrid Diamond Master Set 认证混合钻石鉴定参考套装
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