Segoma Imaging to Photograph De Beers Online Auctions Diamonds

(IDEX Online News) – Segoma Imaging Technologies, which makes 360° diamond display technology, will be photographing large stones for De Beers’ online auction website.

Segoma, based in Israel, photographs Rio Tinto’s Argyle pink diamonds for the firm's monthly tenders, capturing the exact color of the diamonds.

“Segoma is able to precisely capture the color and shape of De Beers’ diamonds, and now customers can experience the beauty of these stones from the comfort of their iPad or personal computer,” said Marketing Director Tomer Salvi.

The firm was founded in 2012 with the aim of redefining the way diamonds are traded. After a period of research and development, Segoma created an innovative technology to photograph and remotely display any diamond in 360°.

The firm says its diamond images accurately capture the beauty, shape, cut, color, clarity and sparkle of diamonds for diamond manufacturers, dealers and retailers.

“People in the diamond industry are buying and selling based upon seeing the actual diamond, but there’s a better way. In order to truly understand a particular diamond, you need to be able to examine it from every angle. Having the diamond in your hand is good, but our images are better and more convenient,” said Salvi.

Segoma partnered with online bridal jewelry retailer JamesAllen.com earlier this year, and every diamond and gemstone on JamesAllen.com is presented in 360° HD.

Segoma plans to launch its next generation of 360° diamond display technology later this year.