De Beers
About
De Beers holds a unique position in the jewelry industry as the only luxury jewelry brand that is directly linked to a major diamond mining operation. The company's mines are located in Botswana, Namibia, South Africa, and Canada. This vertical integration allows De Beers Jewellers to trace its diamonds from mine to retail, and the brand offers a provenance guarantee through its De Beers Code of Origin program, which tracks each diamond 0.3 carats and above from rough stone to polished gem.
De Beers is historically responsible for popularizing the diamond engagement ring through its "A Diamond is Forever" advertising campaign, first introduced in 1947 and widely regarded as one of the most successful marketing slogans of the 20th century.
Jewelry collections include Aura (the first luxury jewelry brand to use blockchain technology for diamond traceability), Enchanted Lotus (floral diamond motifs), Atea (modern gold and diamond pieces), and the Bridal collection (engagement rings and wedding bands). De Beers also established the International Institute of Diamond Grading & Research and the De Beers Institute of Diamonds.
Retail prices for jewelry generally start at approximately $800 and extend to over $500,000 for exceptional diamond pieces. De Beers Jewellers operates boutiques worldwide and sells through its own e-commerce platform.
Fine Jewelry
De Beers Jewellers is the retail arm of the world's leading diamond company, offering vertically integrated mine-to-retail traceability through its Code of Origin program. Collections include Enchanted Lotus, Atea, and Aura (the first to use blockchain for diamond provenance). The brand's diamonds are sourced from De Beers-operated mines in Botswana, Namibia, South Africa, and Canada.
High Jewelry
De Beers Jewellers creates high jewelry featuring exceptional diamonds sourced from its own mining operations. The brand's direct access to rough diamonds allows it to select stones of extraordinary quality and size for one-of-a-kind creations. High jewelry pieces are available through select De Beers flagship boutiques.
Luxury Engagement Rings
De Beers, whose 1947 "A Diamond is Forever" campaign popularized the diamond engagement ring tradition, offers a comprehensive bridal collection. Engagement rings feature diamonds with full provenance traceability from mine to finger. Settings include classic solitaires, halo designs, and multi-stone configurations. The brand operates its own grading and research institute.
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