Unlike many jewelry stores, "De Beers carries exclusively diamond jewelry," emphasizes De Beers Diamond Jewelers US CEO, Hamida Belkadi. With more than 120 years of diamond expertise, De Beers strives to capture "Fire, Life and Brilliance and set a new standard selecting diamonds for beauty. According to Andrew Coxon, President of De Beers Institute of Diamonds, De Beers "rejects many more diamonds than we select" because they lack the new standard. Coxon adds, "The most important factor is how a diamond looks and the way it excited your eye, brain and heart." De Beers stores now offer "Beauty Scan, enabling clients to view diamonds through the eyes of an expert, providing visual proof of the beauty," says Belkadi. Additionally, the "Marque" ensures that each stone is individually catalogued in the De Beers diamond registry and the "passport" guarantees that "every single De Beers diamond is natural, untreated, conflict-free and responsibly sourced and manufactured."