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De Beers seen as a multiple brand company

De Beers Diamonds

Once a monopoly in the diamond market, De Beers is a major player in all parts of the diamond world. Hailing from South Africa and London, this corporation is more just than just a brand as it has become a worldwide diamond institution.


History of De Beers

By 2020 De Beers is officially a well-known name in the diamond world and to many consumers not necessary knowledgeable about the diamond nor jewelry industries. The De Beers Group of Companies specializes in many facets of the diamond industry, from diamond exploration and mining, industrial diamond manufacturing, retail operations and diamond trading.

Cecil Rhodes, a British businessman and mining enthusiast, founded De Beers in 1888. The name comes from two dutch settlers and brothers, Diederik Arnoldus De Beer and Johannes Nicolaas De Beer. They found diamonds on their farm in Kimberley, South Africa, and this land would eventually become the mines Big Hole and De Beers.

In 1929, Sir Ernest Oppenheimer becomes the Chairman of De Beers, and his son, Harry Oppenheimer also joins the company in 1934. Harry Oppenheimer is credited with De Beers advanced and extremely well known advertising campaign. In 1939, he heads to New York City to start on this advertising adventure. The best thing to come out of the trip, was the slogan, “A diamond is forever.” This changed the entire diamond business, as well as catapulted De Beers to the top of the diamond chain.

De Beers Diamonds

De Beers, the jewelry brand

De Beers sells approximately 35% of the worlds rough diamond production, and in 2001, they decided to take things to the retail world. The De Beers Group of Companies partnered up with LVMH, the most acclaimed French group in luxury goods, in order to establish De Beers Diamond Jewellery. In doing-so, De Beers became a legitimate and glamour brand offering diamond jewelry collections with a big portion dedicated to bridal and engagement rings.

De Beers Diamonds

In terms of extraordinary diamonds, one of the first stones De Beers Diamond Jewellery purchased is the Millennium Star. A 203.02-carat stone with a D color, Internally Flawless pear shaped diamond! To this day, De Beers still owns it. By 2002 they opened their first store, in London on Old Bond Street. With a growing success, they open their first international store in 2003, in Tokyo, Japan. They have since grown to over 30 stores worldwide, and in 2017, De Beers Group took over full ownership of De Beers Diamond Jewellery.

De Beers Diamonds

Forevermark by De Beers

In 2008, De Beers started the brand, Forevermark. This branded diamond is sold through many retail outlets, and can be identified by their inscription on every diamond of the Forevermark logo. Less than 1% of the world’s diamonds pass the test to become a Forevermark. These stones are hand-selected, with a responsible sourcing. The De Beers company mines in Botswana, Namibia, South Africa and Canada. Their promise is that a Forevermark diamond is beautiful, rare and responsibly sourced.

At the start of the 21st century, De Beers was a monopoly in the diamond market. This has since been overthrown, but it is clear that De Beers has a hand in all aspects of the diamond market. As their famous slogan suggest, diamonds and it seems De Beers itself, are truly something that will last forever.

De Beers DiamondsDe Beers Diamonds

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How to choose your De Beers diamond?

De Beers jewelry

At De Beers, De Beers wants you to make an informed decision when you choose a diamond. Drawing on 130 years of De Beers diamond craftsmanship, De Beers will guide you on a journey of discovery in search of a one-of-a-kind diamond. For any budget you may have, De Beers will give you the greatest number of options and ensure you get the best value.

De Beers jewelry

De Beers wants you to enjoy this journey too. Share De Beers’ passion for natural diamonds and why De Beers sees them as nature’s finest works of art. Appreciate what De Beers has learned as a diamond home since 1888.

De Beers jewelry

De Beers carefully hand-selects each diamond, evaluating them individually with the naked eye. De Beers seeks the perfect alignment of facets and angles to maximize the way the diamond reflects, refracts and disperses light. This not only represents the quality of the diamond, but also produces the ultimate sparkle, so you can be confident in your choice whether you buy online or in-store.

De Beers jewelry

When it comes to diamond selection, there is no doubt that De Beers is different. Not only is De Beers the originator of many of the techniques and standards used in the industry today, including a common classification system based on the 4Cs – cut, color, clarity and carat – De Beers’ assessments also go beyond traditional assessments. We recognize that while two diamonds may appear the same on a lab grading report, they may not actually be the same beauty.

De Beers jewelry

At De Beers, it is important that De Beers treat a white diamond’s color grade as an indicator of its rarity rather than an indication of its quality or suitability. While D (colorless) is the rarest, there is an equally pleasing range of shades all the way to Z, which will have warmer tones. De Beers offers a full range of products to give customers more choice. Warm white may suit you better than icy white, and because of its lower price, you can choose to buy a much larger diamond than you might think. Of course, any De Beers diamond you choose will be unrivaled because it will be gorgeously cut.

De Beers jewelry

In fact, you can enter the store to view De Beers True Brilliant diamonds through De Beers Iris. Here, you will be able to see the facets of the De Beers diamond shine simultaneously for maximum light reflection. De Beers is also proud that each of our diamonds has passed what is called the “Candle Test.” This is the most challenging lighting condition and therefore the most discriminating test De Beers can use to demonstrate the brilliance of a diamond.

De Beers jewelry

De Beers believes that the moment you can gain insight into your diamond and appreciate its personal identity, is the moment it becomes you.

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The best of De Beers jewelry3

De Beers jewelry

Since being the home of diamonds in 1888, De Beers has been a pioneer in the world of diamond perfection, guiding people on a personal journey of discovery. Using nature’s finest works of art, De Beers hand-selects the rarest natural diamonds to create unique designs, each as unique as the wearer.

De Beers jewelry

2012 – De Beers debuts at Paris Couture Week with the high jewellery collection ‘Imaginary Nature by De Beers’.

De Beers jewelry

2013 – A new engagement ring service is introduced: ‘For You, Forever’, gives clients the opportunity to individually select their own diamond, ring design and setting.

De Beers jewelry

2017 – De Beers announces a three-year partnership with UN Women to support women and girls in its operating countries, to challenge gender stereotypes and accelerate the advancement of women across the organization.

De Beers jewelry

2019 – The launch of the ‘Horizon’ ring sets a new aesthetic for the brand. Contemporary and playful in design, it becomes an emblem of freedom for the individual. The high jewellery collection ‘Portraits of Nature’ by De Beers also marks a first – never before has such a myriad of fancy coloured diamonds, both rough and polished, been used by De Beers in one collection, inspired by how light interacts with some of nature’s most colorful creatures.

De Beers jewelry

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The best of De Beers jewelry2

De Beers

2005 – De Beers launches the ‘Talisman’ collection, the first fine jewellery collection to showcase the natural beauty of rough diamonds alongside polished. An ancient setting technique called serti poinçon is restored to perfectly set rough and polished diamonds in gold, without claws, allowing diamonds to appear much larger.

De Beers’ fine jewellery brand continues to grow globally, opening its first international store in New York.

De Beers

2008 – The first De Beers store in Hong Kong opens its doors.

De Beers

2009 – De Beers launches the Enchanted Lotus collection, now one of the brand’s signature collections. The central motif traces the outline of the spiritual flower, symbolic of purity, serenity and eternity.

De Beers

2010 – The Dewdrop collection is launched, inspired by the freshness of morning dew collecting on leaves at dawn and speaking of new beginnings.

2011 – The first De Beers stores opens in Beijing.

De Beers

 

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commodity

The best of De Beers jewelry1

The Home of Diamonds since 1888, De Beers is the world’s pioneer of diamond perfection, guiding individuals on their personal journey of discovery. Harnessing nature’s finest work of art, De Beers hand select the rarest natural diamonds, creating distinctive designs, each as unique as its wearer.

Here is a timeline of De Beers’ heritage.

1888 – De Beers Consolidated Mines is founded, marking the start of De Beers’ unrivalled legacy in diamonds.

1939 – In partnership with the Gemological Institute of America, De Beers devises the industry’s first universal diamond grading system the 4Cs: cut, colour, clarity and carat.

1947 – Frances Gerety, a young copywriter at the N W Ayer advertising agency, creates the timeless slogan, ‘A diamond is forever.’ Fifty years later, it’s recognized by Ad Age as the greatest advertising slogan of the 20th century, conveying the eternal meaning of a diamond.

2000 – De Beers celebrates the new millennium by unveiling the De Beers Millennium Star, at the time, the world’s second largest top-colour diamond at 203.04 carats, cut into a pear-shape that maximizes its beauty. It heralds the launch of De Beers’ new fine jewellery brand.

2001 – De Beers Jewellers is formed. Celebrating diamonds as nature’s works of art, our designers begin creating distinctive pieces that showcase them in their perfect light.

The De Beers Institute of Diamonds is created for diamond selection and verification, before branding every diamond over 0.2 carats with the De Beers Marque and individual number.

2002 – . Our flagship store opens in London, reflecting the sophistication, creativity and individuality synonymous with the city.

The Diamond Route in Southern Africa launches, protecting the biodiversity of seven key destinations, an award-winning initiative that highlights De Beers’ role as a major force in conservation.

2003 – The Kimberley Process Certification Scheme is established to block the flow of conflict diamonds. One hundred per cent of De Beer’s diamonds are certified conflict-free.

 

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