Jeweller of Light™

Jeweller of Light™

As the complete refraction of white light into rainbow shards renders the diamond king of all gemstones, it is mastery of this light that makes for a world-class diamond jeweller. De Beers Diamond Jewellers is known as the ‘Jeweller of Light’™ because we take our search for inner brilliance to more profound levels, searching for the most subtle depths of light within a diamond. At De Beers we strive to uncover the Fire, Life and Brilliance, creating a standard in the diamond industry that is guaranteed to be met by De Beers diamonds alone. Brilliance refers to the overall natural limpidity and brightness of the diamond; Fire is the dispersion of light into the spectrum of colours; and Life is the movement of light within a diamond. Of the ‘4 Cs’ – cut, colour, clarity and carat weight, the presiding criteria in the world of diamonds – cut is the most crucial. Not only does the cut dictate the shape of the diamond, it also governs the Fire, Life and Brilliance, making these qualities perceptible to the eye.

The inspiration we take from the intrinsic luminescent qualities of diamonds for our jewellery designs is linked to fables about the sun and the moon. The intertwining circles of the Atea Collection, reminiscent of the lunar and solar cycles, takes its name from Polynesian folklore. Atea was the giver of light who, with the god Ono, was responsible for destroying the infinite darkness of the underworld and who, through his marriage to the dawn, created humankind.

The Aura Collection, characterised by a solitaire diamond surrounded by a halo of micropavé-set diamonds, derives its name from the Latin word for the heavens. The earrings, rings and pendants of the Aura Collection are evocative of the atmosphere created by the shimmering beauty of the dawn and the rising of the sun.

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