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De Beers: Where It Begins

For more than a century De Beers has been at the source, where our diamonds begin their extraordinary journey. The story of discovery and the magical transformation of nature's rare treasures from their raw form into magnificent jewellery is told in our new campaign, De Beers: Where It Begins, starring Lupita Nyong'o.

Where It Begins
De Beers : Where It Begins at De Beers Jewellers

The ultimate muse, Academy Award-winning actor Lupita Nyong’o possesses rare magnetism and exceptional talent. Epitomising the power of boundless possibilities, she is a force for positive change, sharing our values and commitment to creating a better future for people and the planet.

Where it Begins at De Beers Jewellers
Enchanted Lotus

Steeped in symbolism and meaning, our Enchanted Lotus collection is inspired by the lotus flower, a symbol of purity and eternity.

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I’m honored to be the first Global Ambassador for De Beers. This campaign brings to life the transformative power that I feel when I wear De Beers’ diamond creations, and the pride in knowing where they come from and the good they do. Even more importantly, my partnership with De Beers allows me to extend my advocacy for women and girls around the world

Lupita Nyong’o

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