De Beers

The De Beers diamond company was first established in 1888. Specialising in diamonds, De Beers aims to use the rarest natural diamonds to create unique designs. The De Beers Consolidated Mines allowed the company to mine exceptional diamonds right from its inception.

In 1939, De Beers helped to establish the first universal diamond grading system. Working in collaboration with the Gemmological Institute of America, De Beers ensured that the cut, colour, clarity, and carat of a diamond was what defined its worth. As the mid-century approached, diamond solitaire rings rapidly became the most popular and common choice for an engagement ring.

De Beers revolutionised the way diamonds were sold in 1947. Copywriter, Frances Gerety, wrote the slogan ‘a diamond is forever’ for the company at this time, pushing sales through the roof. This slogan is widely-regarded as the best of the 20th century, its affect still being felt in the jewellery industry today. Masters of marketing, De Beers is also responsible for the slogan ‘she married you for richer or poorer, let her know how it’s going’ to sell eternity rings.

Despite the absence of scarcity in diamonds around the world, De Beers has expertly managed to market diamonds as a rarity. Between the company’s inception and the turn of the 21st century, De Beers had control over 80% of diamond distribution throughout the world. This control over the production and distribution of diamonds for such a long time is a large component of what makes De Beers the ultimate experts on all things diamond.

De Beers ensures that 100% of its diamonds are conflict free, in accordance with the 2003 Kimberley Process Certification Scheme, which hoped to eradicate conflict diamonds from the industry. Today, De Beers has a custom end-to-end traceability platform called Tracr. This allows the diamonds to be individually identified and traced from the mine all the way to the retailer. This technology, along with the Kimberley Process Certification Scheme, has helped to vastly improve public opinion of diamonds and the diamond mining industry.

De Beers have been the masters of diamond mining, cutting, and selling since the very beginning. The company has shaped much of the diamond industry, setting a high standard of quality and pushing the boundaries of what diamonds can be. To own a De Beers diamond is to take part in the ever-growing history of the spell-binding gemstone.

Please browse our De Beers collection below...

De Beers