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The De Beers Story

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.

2005 – De Beers launches the ‘Talisman’ collection, the first fine jewellery collection to showcase the natural beauty of rough diamonds alongside polished. An ancient setting technique called serti poinçon is restored to perfectly set rough and polished diamonds in gold, without claws, allowing diamonds to appear much larger.

De Beers’ fine jewellery brand continues to grow globally, opening its first international store in New York.

2008 – The first De Beers store in Hong Kong opens its doors.

2009 – De Beers launches the ‘Enchanted Lotus’ collection, now one of the brand’s signature collections. The central motif traces the outline of the spiritual flower, symbolic of purity, serenity and eternity.

2010 – The 'Dewdrop' collection is launched, inspired by the freshness of morning dew collecting on leaves at dawn and speaking of new beginnings.

2011 – The first De Beers stores opens in Beijing.

2012 – De Beers debuts at Paris Couture Week with the high jewellery collection ‘Imaginary Nature by De Beers’.

2013 – A new engagement ring service is introduced: ‘For You, Forever’, gives clients the opportunity to individually select their own diamond, ring design and setting.

2017 – De Beers announces a three-year partnership with UN Women to support women and girls in its operating countries, to challenge gender stereotypes and accelerate the advancement of women across the organization.

2019 – The launch of the ‘Horizon’ ring sets a new aesthetic for the brand. Contemporary and playful in design, it becomes an emblem of freedom for the individual. The high jewellery collection ‘Portraits of Nature’ by De Beers also marks a first – never before has such a myriad of fancy coloured diamonds, both rough and polished, been used by De Beers in one collection, inspired by how light interacts with some of nature’s most colorful creatures.

Our Story Product at De Beers
Our Story Product at De Beers

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