The best of De Beers jewelry1

September 20, 2022

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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