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