Who doesn’t want to get married now with such cool engagement rings?

The wedding season has got underway once again! And what could be better than drawing inspiration from Greek mythology legends of love to create an engagement ring that is perfectly at home in modern-day fairy tales: from De Beers to Spinelli Kilcollin, the battle is on.



De Beers has, as such, instilled the most marvellous love story into its DB Darling… that of the union between Psyche, goddess of love, and Cupid, god of love. Born out of the extraordinarily romantic story from Antiquity, the DB Darling has taken its cues from the adventure that brought Psyche and Cupid, goddess and god of love, altogether. Their legend celebrates much more than just passionate love; it pays tribute to the amazing ability to overcome every obstacle to ensure that nothing can stand in the way of the two lovers’ feelings. The new engagement ring, part of the iconic DB Classic collection, complements the already-released DB Darling diamond paved eternity band. Each piece of the DB Classic collection has been preciously designed and embraces the signature V-shaped setting, which exalts the dazzle of the brilliant-cut diamond. Nothing has been left to chance; the V-shaped setting alludes to Cupid’s outstretched wings, whilst the ring’s perfect symmetry reflects Psyche’s incomparable beauty.

The heavenly sparkle comes from the brilliant-cut diamond’s total openness on the ring. As such, light works its magic over all the surfaces. Three rows of micropavé-set diamonds adorn the band, enhancing the gleam of the ring from every angle. It goes without saying that such purity definitely embodies timeless love. If De Beers’ new engagement ring symbolizes the most romantic moment in Psyche and Cupid’s love story wonderfully well, a moment immortalized in time through the Antonio Canova’s sculpture, a masterpiece of the 18th-century, the DB Darling imprints today a masterpiece on the finger of a bride-to-be.

Breaking with the so-classic and traditional rules of what an engagement ring should look like, Spinelli Kilcollin twisted a classic piece his way. As a matter of fact, when the Californian based Jewelry designer first launched his Galaxy Collection back in 2009: where Mercury or Stellar rings were made of linked rings set in gold and joined by smaller rings called connectors, the now married couple had no idea where they had put their feet in.

Speaking a jewelry language: it simply was a genius way to re-interpret the iconic Cartier Trinity ring. Not on purpose though … Because the Spinelli story does not end here. Not only Yves Spinelli nor Dwyer Kilcollin had the idea that they would be the founder of a super cool Jewelry brand based on a single concept but by introducing a wedding collection, they have moved their brand one step further.

Taking inspiration in Greek goddesses, the Artemis, Amor, Freyja or even Anath rings feature a stunning central diamond solitaire linked with connectors to other golden bands. The diamond size and color set in the center can be made upon request just as much as the number of plain or paved bands around and connectors. And in case you wonder, wedding bands are also part of the collection. Who doesn’t want to get married now?

De Beers – DB Darling engagement ring mounted on white gold with diamonds

De Beers – DB Darling engagement ring mounted on white gold with diamonds

De Beers – Solitaire engagement ring mounted on platinum 

De Beers – Solitaire engagement ring mounted on platinum 

Spinelli Kilcollin – Junia wedding ring mounted on rose, white and yellow gold with diamonds

Spinelli Kilcollin – Junia wedding ring mounted on rose, white and yellow gold with diamonds

Spinelli Kilcollin – Amor wedding rind mounted white and yellow gold with diamonds

Spinelli Kilcollin – Amor wedding rind mounted white and yellow gold with diamonds

De Beers’ most famous ad campaign marked the entire diamond industry

In 1947, De Beers completely changed the diamond world. Their slogan ‘A diamond is forever,’ was and is still revolutionary and relevant.


« A diamond is forever » became more than just a tagline

De Beers may not have realized it at the time, but their diamond campaigns completely revolutionized the diamond world. Their famous slogan: ‘A diamond is forever,’ was coined by a young copywriter at the N.W. Ayer advertising agency, Frances Gerety. This tagline, coupled with major advertisements created not just a desire, but a need for diamond engagement rings.

This marketing campaign was seeking to create the parallels between a diamond and love. Diamonds were being pushed as the most romantic purchase a man could make for his lover. In a 1977 De Beers commercial, we see a black and white video edited with of a couple on a beach. This beach and home look like it could be straight out of the Hamptons or Cape Cod, places that are considered as symbols of wealth and status. The only color throughout the film is when the man proposes with a gold solitaire diamond ring, a De Beers ring. We then hear the narrator say, and see the words on the screen, “How else could two months’ salary last forever? A diamond is forever. De Beers.” Not only are they highly romanticizing the need for a diamond, but they are already putting a price tag on it. Men are being told what to spend and women are being told that this is what they need in order to get engaged and having a loving relationship.

How did engagement rings arrive on the market

Prior to this slogan, during the 1930s, diamond engagement rings were not necessarily normal or expected, but today, it is almost a guarantee. In 1940, only 10% of first time brides were receiving diamond engagement rings, while in 1990 that number skyrocketed to 80%. They were selling the fact that your indestructible love should be symbolized with an indestructible stone, the diamond. This marketing campaign worked extremely well, as you can see in De Beers’ numbers. Between 1939 and 1979, their wholesale diamond sales in the United States alone increased from $23 million to $2.1 billion! It led their advertising budget to increase from $200,000 to $10 million a year. Money well spent, for De Beers.

De Beers – DB Classic Emerald Cut Solitaire Ring with tapered baguettes

De Beers – DB Classic Emerald Cut Solitaire Ring with tapered baguettes

A second diamond to celebrate wedding anniversary

Their campaigns didn’t stop with just the engagement ring. When it seemed like the engagement ring market was declining, De Beers pushed for a second diamond ring later in your marriage. This diamond ring was to reaffirm your love and commitment to each other.

De Beers has continued its marketing efforts, with taglines such as, “Marry me sounds so much better than just Merry Christmas,” and “Of course there’s a return on your investment. We just can’t print it here.” These advertisements have proven to be very successful, though none as revolutionary as their initial, “A diamond is forever.” Fifty years after its creation, it was recognized by Ad Age as the greatest advertising slogan of the 20th century! It certainly was and perhaps is the most influential tagline for all of the diamond market.

Marry me sounds so much better than just Merry Christmas

The Diamond Ring For Every Bride: 3 Dreamy Styles From De Beers To Set Your Heart Afire

Of all the single items we wear, an engagement ring may just be the most meaningful. A ring is a circle, after all, and in its unbroken line, the concept of eternal and infinite love comes fully alive. It’s a timeless symbol and an age-old tradition, one that allegedly goes all the way back to ancient Roman times. And, much like the shape of a ring itself, the custom of proposing with one seems to go on and on. Wedding trends may come and go, but this tradition—much like a De Beers diamond—is forever.

That said, there’s absolutely no reason the engagement ring you choose must be “same-old, same-old.” These days, there are as many styles as there are types of brides. Modern, minimalist, romantic, dramatic—it’s up to you to decide. Just like choosing the ideal partner, the engagement ring that’s right for you is truly the one that sets your heart on fire. Let these five dreamy styles from De Beers be your guide.


Aura Fancy Colour Round Brilliant Diamond Ring 

De Beers Aura Fancy Colour Round Brilliant Diamond Ring

For the bride who doesn’t stick to the status quo, here is a statement diamond in ~3.32 carats of rare brown-orange. Sophisticated and unexpected, it’s destined to turn heads with every flash of your manicured hand. Plus, it comes with a unique origin story: The diamond’s unusual color is the result of the subterranean conditions in which it was formed. The round brilliant shape is complemented by a tight row of pavé diamonds—De Beers’s iconic Aura motif—and a gleaming, platinum band.

Statement Round Brilliant Diamond Ring 

De Beers Statement Round Brilliant Diamond Ring

Streamlined yet striking, this stunning solitaire is all about making the maximum impact with the cleanest of lines, thanks to a round brilliant diamond that’s set within a thick band of solid platinum. Not only will it layer easily with a wedding band, but the look is unfussy, understated, and totally refined. And, like all De Beers engagement rings, the interior of the band can be engraved with a sweet love note that only you know.

Aura Fancy Intense Pink Radiant-Cut Diamond Ring 

De Beers Aura Fancy Intense Pink Radiant-Cut Diamond Ring

There’s nothing sweeter—or more romantic—than the color pink; it’s a shade that’s long been associated with harmony, affection, and inner peace. This ethically-sourced ring captures it all in truly elegant form, thanks to a sparkling ~0.52 carat, radiant-cut diamond in a rare shade of vivid blush. Complemented by an 18K rose gold band and accented by a delicate row of mircopavé diamonds, it’s as sweet and romantic as your marriage-to-be.

The Diamond Ring For Every Bride: 2 Dreamy Styles From De Beers To Set Your Heart Afire

Thanks to modernist lines, unexpected shades, and dramatic cuts, the season’s prettiest engagement rings from De Beers Jewelers put a fresh twist on traditional designs.

Of all the single items we wear, an engagement ring may just be the most meaningful. A ring is a circle, after all, and in its unbroken line, the concept of eternal and infinite love comes fully alive. It’s a timeless symbol and an age-old tradition, one that allegedly goes all the way back to ancient Roman times. And, much like the shape of a ring itself, the custom of proposing with one seems to go on and on. Wedding trends may come and go, but this tradition—much like a De Beers diamond—is forever.

That said, there’s absolutely no reason the engagement ring you choose must be “same-old, same-old.” These days, there are as many styles as there are types of brides. Modern, minimalist, romantic, dramatic—it’s up to you to decide. Just like choosing the ideal partner, the engagement ring that’s right for you is truly the one that sets your heart on fire. Let these five dreamy styles from De Beers be your guide.

DB Classic Oval-Shaped Diamond Ring

De Beers Classic Oval-Shaped Diamond Ring

De Beers Classic Oval-Shaped Diamond Ring

Oval-shaped diamonds are having a real moment. Lately, they’ve appeared on the newly engaged fingers of celebs and royals alike. Chalk it up to the oval’s universally flattering, hand-elongating shape. This elegant solitaire version from De Beers is the ideal embodiment of the resurgent trend, with a minimalist four-prong shank setting that lets the brilliance and fullness of its consciously-sourced diamond shine with eye-catching clarity.

Adonis Rose Round Brilliant Diamond Ring

De Beers Adonis Rose Round Brilliant Diamond Ring

De Beers Adonis Rose Round Brilliant Diamond Ring

A vintage-style ring evokes timeless romance and old-world charm. But this version, with its 18K rose gold band, captures a uniquely modern spirit as well. Not only is each gleaming diamond ethically sourced, but its intricate design was inspired by the leaves of a long-stemmed rose. The claw-set solitaire gleams from the center like a flower in bloom, while six sparkling bezel-set marquise-shaped diamonds peek out from beneath delicate rows of round micropavé diamonds.

If your diamond isn’t from De Beers… it may be a wiper!

jewelry

Do you know what that means? Well, the definition of a diamond wiper is nowhere to be found. Additionally, no diamond wiper can be found at De Beers. Andrew Coxon President of De Beers Institute of diamonds explains why.


A diamond seminar at the De Beers London offices is similar to a journey in heaven for jewel and stone lovers … who all of a sudden turn 4 years-old again. The sight of a newly acquired Barbie Doll has now been replaced by X-Carat diamonds worth X-Millions.

White diamonds on the side, Andrew Coxon who has been the President of De Beers Institute of diamonds since De Beers started retailing jewelry back in 2002 opening the first store on Bond St, in Mayfair London.

Coxon started the diamond seminar by explaining the time diamonds take to make an appearance on Earth and how time varies according to the volcanic activity that surrounded the stones to eventually bring them to the surface. The youngest diamonds are estimatied to be 900 million years old and the oldest are 3.4 Billion years of age, almost as old as the earth itself .

« Being considered a diamond expert, » humbly claims Coxon, « is just about how many diamonds you have looked at in your life. » And he has, more than anyone. Andrew Coxon emphasizes on how the natural transparency of a diamond is what makes the difference. With equal GIA certificate a stone can look more beautiful than the other. One of the reasons explains that the way the facets are cut is an important factor. If a diamond is cut for the weight rather than beauty, it is not good !

But one may wonder, how can two diamonds be the completly the same on the paper but different to the eye ? Andrew Coxon takes a simple example : tap water and mineral water, both are drinkable, both are pure yet both are different to your taste.

Francois Delage, CEO of De Beers explains that one of the reasons their diamond choosing « policy » became very popular with Chinese is because they understood very well the process as they can draw a parrallel with the Jade stone. Next to one another, jade stones look very different, rare or cheap … They have a similar way of thinking.

 

jewelryjewelryjewelry

A diamond seminar at the De Beers London offices is similar to a journey in heaven for jewel and stone lovers … who all of a sudden turn 4 years-old again. The sight of a newly acquired Barbie Doll has now been replaced by X-Carat diamonds worth X-Millions.

White diamonds on the side, Andrew Coxon who has been the President of De Beers Institute of diamonds since De Beers started retailing jewelry back in 2002 opening the first store on Bond St, in Mayfair London.

Coxon started the diamond seminar by explaining the time diamonds take to make an appearance on Earth and how time varies according to the volcanic activity that surrounded the stones to eventually bring them to the surface. The youngest diamonds are estimatied to be 900 million years old and the oldest are 3.4 Billion years of age, almost as old as the earth itself .

A brilliant cut diamond has 57 facets where the light changes according to how the facets are cut. « When the right eye agrees with the left eye (both eyes don’t see the same thing) then it’s « coup de foudre » says Andrew Coxon, « but you can cheat on the angles just to keep the weight, and 50% of the carat weight gets lost into polishing no matter what ! »

And that is a wiper !

The best diamond is the best that sparkles which is why they imagined a sparkling machine. The goal is to illuminate each set of facets at the same time in order to show and translate the dead angles that cannot be seen with the naked eye.

Unrivalled expertise if you ask… « Seing is believing, » claims Delage. Therefore, remember to never choose a diamond on paper, use your eyes. Bare in mind the 4C’s but pay close attention to the fire, the life and the brillance… for your own diamond safety !

The most beautiful jewels spotted during Paris Couture Week

More than ever, Paris kept its position as the capital of fashion… and jewellery. The great names of the Place Vendôme once again demonstrated their talent with breathtaking collections of creativity and know-how. Here is a first overview of our favourites. 



50 shades of blue with TASAKI

Inspired by the multitude of shades of the sky, the Radiant Sky collection reveals the full range of jewellery expression of the Japanese company. Known for its exceptional expertise in diamonds and pearls, it is in the field of coloured stones that TASAKI brilliantly demonstrates its talent, particularly with the ORE line, whose organic design is punctuated by opal, tanzanite, tourmaline and coloured sapphires. The favourite piece? The Radiant necklace in white gold, mixing Akoya pearls, South Sea pearls, diamonds, turquoise, aquamarine, blue zircon and Paraíba tourmaline. A beautiful piece.

Radiant necklace in 18K white gold, Akoya pearls, South Sea pearls, diamonds, turquoise, aquamarine, blue zircon, Paraíba tourmaline – TASAKI

Chopard inspired by cinema

Entitled Red Carpet CollectionChopard’s high jewellery collection is composed of necklaces, earrings and bracelets designed for gala evenings. A profusion of gems in vibrant colours, carefully chosen by Caroline Scheufeule, co-president and artistic director of the house. We love the very couture approach of the collection, like this necklace made of rubellites and pink sapphires, which revisits the claudine neckline spirit with audacity and modernity.

Necklace in Fairmined certified 18K white gold and titanium set with rubellites (for a total of 188.4 carats) and pink sapphires (22.61 cts) – CHOPARD

And the light came in thanks to De Beer

After a first chapter unveiled last January, De Beers continues its exploration of the theme of light. While diamonds still play the leading role, other gems are being challenged by pink diamonds, crystal and, for the first time, African green chrysoprase. Cut as a cabochon, the gem works wonderfully with the black rhodium of the Midnight Aura set, injecting a dose of glamour. Another surprise in the collection is the use of aluminium in vibrant shades of blue, pink and black. Our favourite piece? The Ascending Shadows necklace, an articulated whirlwind of 142 elements adorned with white and green diamonds, from which a sumptuous 3.41-carat pear-shaped Fancy Light Grey diamond seems to hang. Wow effect guaranteed.

Ascending Shadow necklace in 18 carat white gold, aluminium and titanium, set with a pear-cut Fancy Light Grey diamond (3.41 carats, VS1) and 882 rough diamonds and diamonds (total weight 52.78 carats) – De Beers

Head in the stars at CHANEL

Comets, moons, suns… CHANEL invokes the stars for this high jewellery collection “1932”, inspired by the archives, which proposes an off-ground journey around the diamond. In total, 77 pieces, including 12 transformable ones, which roll up and rest freely on the skin in a celestial body to body. Necklaces, bracelets, earrings, in this starry ballet, the light of a white diamond responds to the warmth of a yellow diamond, the intensity of a blue sapphire, and the bewitching waves of an iridescent opal. An irresistible map of the sky.

Soleil Doré necklace in white gold, yellow gold, diamonds and yellow diamonds – CHANEL

 

What do De Beers jewelry collections look like?

Having studied diamonds from the ground up for many years, it just makes sense that De Beers would create jewelry that perfectly highlights their diamonds. Through their collections of jewelry, we see an appreciation and vast understanding of how to properly and best showcase diamonds.


Though De Beers was founded in 1888, they didn’t adventure in the world of jewelry making until 2001. Ever since, they have been creating a name for themselves with collections centering around their beautiful diamonds.

De Beer’s Talisman Collection

One such collection that truly showcases the diamond is the Talisman collection. Here, we see a combination of rough and polished diamonds. De Beers has chosen to highlight the most natural and purest form of the diamond, the rough. This collection was one of the first to showcase rough diamonds. De Beers used fancy colored diamonds, in yellows to oranges to browns, set next to white diamonds. Most of the white diamonds are polished and some of the colored ones are as well, but the main stones are all rough. This collection was named after the talisman, a jeweler that protected its wearer.

De Beers – Talisman White Gold Diamond Band

De Beers – Talisman Rose Gold Large Medaillon

Enchanted Lotus by De Beers

De Beers continued to seek out the natural, with their Enchanted Lotus collection. These pieces are all inspired by and showcase a lotus flower. These pieces are especially interesting as they can be worn both day and night, highlighting the fact that diamonds are no longer just an evening accessory. These micro paved pieces come in bracelets, necklaces, earrings and rings. Some feature mother of pearl pieces others fancy colored diamonds. These items are both peaceful and beautiful, helping to create looks that go from day to night.

 

De Beers – Enchanted Lotus Rose Gold & White Mother of Pearl Sleeper Earrings

De Beers – Enchanted Lotus Band with Fancy Coloured Centre Diamonds

De Beer’s bridal is their top selling’s collection

Perhaps their most revered collections are those belonging in their Bridal section. It makes sense that the diamond company of De Beers would put much focus and attention on engagement rings as these pieces are centered around the diamond. The DB Darling is one of their most popular engagement rings and wedding bands. The ring is emblematic of the famous love story of Psyche and Cupid. The ring contains a V shaped setting, lofting the diamond into the air, and representative of Cupid’s outstretched wings. The band is highlighted with 3 rows of micro pave set diamonds, which is also mirrored in the matching wedding band. All of De Beers’ engagement rings are made to highlight their exceptional center diamonds.

De Beers – DB Darling Solitaire Ring

De Beers – DB Darling Pavé Eternity Band

Is the diamond market still a De Beers monopoly?

From the start, De Beers has operated as a monopoly. Gaining control of supply early on and then with pricing, De Beers was able to maintain this monopoly for some time. At the turn of the 21st century, this monopoly was shattered.


De Beers or the birth of a diamond monopoly

In 1888, Cecil Rhodes, a British businessman and mining enthusiast, founded De Beers Consolidated Mines Limited. He purchased as many diamond mine claims as possible, creating the company’s first monopoly, over South African mines. This monopoly was the start of their major monopoly over the diamond market. De Beers continued to purchase mines, as well as purchasing diamonds directly from other companies. They created agreements with suppliers, leading to them holding over 85% of the world’s diamonds, at one point in time.

De Beers created their distribution channel, called the Diamond Trading Co., or the DTC. This allowed only approved buyers or ‘sightholders’ to purchase in the non-negotiable DTC sales. They controlled pricing by holding onto rough during a weak market or flooding the market during an increased demand.

Cecil Rhodes

The arrival of the competition

During the second half of the 20th century, new mines were discovered in Russia, Australia and Canada. The Alrosa state owned mine in Russia and the Argyle Diamond mine in Australia both started by marketing their diamonds as De Beers, but then things changed. These new mines slowly started to bypass the DTC, by not selling to De Beers anymore. This proved difficult for De Beers to maintain this global control over supply.

These two companies were major factors in ending the De Beers monopoly and still to this day are huge competitors for the company. Realizing their loss, De Beers decided to focus less on the control of the market, but more on their brand and retail stores. This ended their monopoly status of the diamond market, going from 80% stake to closer to 35%.

Argyle Diamond mine

Categories
commodity

Who are De Beers’ competitors?

Ever since De Beers has been around, they’ve had a monopoly on the diamond market. By gaining control of supply, they were able to control pricing. At the turn of the 21st century, somehow this monopoly fell apart partly due to newly operated mines.


Russia: De Beer’s first diamond mine competitor

In the 1950s, Russia discovered new mines. These mines were a problem for De Beers, as they tried to maintain global control of the market. Alrosa, a state owned Russian mine, mines over 99% of Russia’s diamond production. Russia leads the world in terms of diamond production. At first, Alrosa marketed their diamonds as De Beers, but they quickly ended that contract. Now, Russian Alrosa markets their own diamonds, which makes them the world’s largest producer by volume.

Alrosa – Rough diamonds

Australia diamond mines came into light

In the 1980s, it was the turn of Western Australia to discover new mines. Rio Tinto, which owns the Argyle Diamond mine in Australia is another company that initially sold their diamonds through De Beers. In 1996 they created a department in Antwerp, Belgium, which helped them to end their contract with De Beers. These two companies were major factors in ending the De Beers monopoly and still to this day are huge competitors for the company.

Rio Tinto – Argyle Diamond Mine

Jewelry brands competing with De Beers

In addition to mining competitors, De Beers has had some retail competitors to their De Beers Diamond Jewellery. The first three brands that stated as number one competitors were Harry Winston, Tiffany and Cartier especially on the bridal market. These three brands have been part of the worlds retail market much longer than De Beers. As a reminder, Harry Winston, Inc. first opened their doors in 1932 in New York City. Tiffany & Co began selling jewelry in 1853 and Cartier started creating their first watches in 1904.

Bridal Iconic settings

These companies have since widened their repertoire, creating engagement rings that are in competition with De Beers. A Harry Winston classic, is their The One. This is designed with a micro pave diamond halo effortlessly surrounding the diamond or gemstone of your choice.

Harry Winston – The One, Oval-Shaped Diamond Micropavé Engagement Ring

Tiffany’s 6 prong Tiffany Setting has become one of the most popular engagement rings in the industry. Designed in 1886 by Charles Lewis Tiffany himself, this ring was very revolutionary. Tiffany showcased the entire diamond, unlike previous rings that were bezel set. The claw basket allowed for security as well as fully displaying the diamond.

Tiffany & Co – The Tiffany® Setting Engagement Ring in Platinum

Cartier’s Solitaire 1895 has been around since 1895, well before De Beers started creating jewelry. This simple setting is comprised of 4 prongs, with the diamond set high to allow for light to travel through the diamond.

Cartier – Solitaire 1895

De Beers first engagement ring, on the other hand, came around in 2002. Their first retail store, located on London’s Old Bond Street location inspired their first engagement ring design, ‘Old Bond Street.’ This classically designed solitaire has become a De Beers iconic setting. The simple solitaire houses the diamond in a V shape, allowing for excellent light and brilliance performance.

De Beers – Old Bond Street Solitaire Ring

While De Beers was once a monopoly, its competitors are what helped to take down this cartel. Through diamond mines in Russia and Australia, De Beers no longer remains to hold this monopoly. Even though they still have these competitors, as well as retail competitors, they still hold a very comfortable role in the diamond market.

Categories
commodity

All you need to know about De Beers Diamonds

De Beers Diamonds

De Beers diamonds have been a prized possession for many years. Ever since the brand was launched, diamonds have been their sole focus. Their mission is to provide each and everyone with the most beautiful and brilliant stone they can find!


100 years to launch a brand

From the beginning, De Beers was all about diamonds. It took them over 100 years before they started producing jewelry, as their sole efforts were spent on diamonds. In 2017, they mined 33.5 million-carats of diamonds! This is a 22% jump from the year before. De Beers’ first purpose is to turn diamond dreams into lasting realities. They do this by following their values of being passionate, pulling it together, building trust, showing they care and shaping the future alongside their clients, the market’s needs and evolution. They work to do all these things in an ethical and sustainable manner.

De Beers Diamonds

De Beers – Rough Diamonds, Talisman Collection

The 4C’s diamond grading system

Constantly trying to better the diamond market, in 1939, De Beers created the industry’s first diamond grading system, adopted by the GIA called: the 4Cs. This grading system takes into consideration the carat, the color, the clarity and the cut of the stone. Internationally, all reputable labs use this system when grading diamonds, as does De Beers when choosing stones for their Forevermark brand of diamonds.

De Beers Diamonds

The 4Cs

Forevermark diamond’s selection

Forevermark has a rigorous selection process, with less than 1% of the world’s diamonds being selected. This process takes place at the Forevermark Diamond Institute, where they claim they go beyond just the 4 C’s, as they are looking for brilliance and beauty. The diamonds aren’t just graded after they’ve been cut and polished, but De Beers starts by looking at the rough. If the rough is not of superior quality, it isn’t even considered. Once the stone is cut and polished, they are looking for a polish that leads to the best brilliance. Cut is also very important as they want the best symmetry and durability. In regards to the specific 4 C’s, De Beers only chooses stones from 0.14-carats and up, D-L color, FL to SI2 clarity, and cuts of only Excellent and Very Good. Each Forevermark diamond is engraved with its unique identification number and the Forevermark icon. Each client will receive an Identification Card with the diamond’s details and some stones will come with a grading Report.

De Beers Diamonds

Forevermark – Beyond the 4Cs, Marquise cut diamond

De Beers’ mines and practices

De Beers mines for diamonds in Botswana, Canada, South Africa and Namibia. Some of their mines include, Jwaneng, Orapa, Letlhakane and Damtshaa in Botswana; Snap Lake and Victor in Canada; offshore and coastal mines in Namibia and Kimberley, Venetia and Voorspoed in South Africa. They state that they have a goal of sustainable development, in regards to mining and diamonds. They seek to understand and take responsibility for economic, social and environmental implications that can take place down the road.

The De Beers’ Best Practice Principles (BBP) requires that all laws are complied with and that there is no corruptions or money-laundering taking place. The BBP applies to all of the De Beers Group of Companies and Sightholders. They monitor healthy, safety, labor and environmental standards. The compliance of the BBP is verified by a third party organization, the Société Générale de Surveillance, each year. The entire De Beers conglomerate is based around diamonds. From the very beginning, they put much care and time into ensuring they were producing and purchasing beautiful and sustainable diamonds. These diamonds are of the highest quality and you can be confident in your purchase of a De Beers diamond.

De Beers Diamonds

De Beers Group is piloting GemFair, a programme that aims to connect artisanal and small-scale miners to the global market through digital technology and assurance of ethical working standards.

De Beers is going digital

Amongst most of the institutional jewelry brands you can find on the Place Vendome, De Beers is one of the rare to have heavily invested in digital. Understanding the potential and the opportunities mainly in Asia, the executive team leaded by their French CEO, François Delage, have established and well thought about marketing and global strategies going that way. E-commerce, WeChat, digital UX as in User Experience online, so on and so forth… place De Beers far ahead in terms of digital marketing. Considering the climax due to the COVID-19, De Beers may be in good position to fight the upcoming recession.

De Beers Diamonds

De Beers – Aura collection

We are a participant in the Amazon Services LLC Associates Program, an affiliate advertising program designed to provide a way for websites to earn advertising revenues by advertising and linking to Amazon.com