Miracles of Nature

Every diamond is a miraculous gift from nature. Having withstood the phenomenal forces that shaped our Earth, a diamond’s journey to the surface is one of resilience, strength and serendipity. It is our privilege at De Beers to be directly connected with our diamonds from the moment of discovery.

Exceptional Craftsmanship

Our unique connection to the source of our diamonds means that not only can we select the world’s most magnificent treasures to craft into our timeless jewellery, but we can do so with complete confidence in their journey, and the positive impact they have made.

Natural Works of Art

Transparency is at the heart of De Beers Jewellers. Our diamonds are ethically sourced in Botswana, Canada, Namibia and South Africa. Each one is inscribed with the De Beers Marque, which guarantees that it is natural, untreated and conflict-free. Because we know where our diamonds come from, we can be certain of the positive impact that our jewellery makes on these four producing countries, and on the thousands of people who are involved along the journey.

Raw Beauty of Nature

AN INCREDIBLE JOURNEY

In 2018, De Beers Group launched Tracr, a cutting-edge blockchain platform that enables participants to record the journey of a natural diamond from its source to the sparkling jewellery it becomes. We have already begun registering eligible diamonds on Tracr and our ambition is to be able to register all of the inscribed diamonds in our jewellery in the future, so that our clients can follow their monumental journey and better understand the impact they can make.