De Beers
About De Beers
BRAND STORY
The brand was founded by the merging of Cecil Rhodes' and Barney Baranto's mining companies. This effectively gathered all of South Africa's diamond mining operations under a single company.
WHY CHOOSE DE BEERS?
The company itself was involved in the global definition of diamonds' color, clarity, cut, and carat weight, introducing this to consumers in 1939. The 4Cs is a classification still used up to this day. De Beers' very own diamond specialists developed a particular technique in 1998 to individually select by eye diamonds with ideally aligned facets and angles, assuring outstanding sparkle.
RARITY AND EXCLUSIVITY
All De Beers diamonds are carefully inspected and handpicked by the De Beers Institute of Diamonds in London. They are then microscopically marked with the ‘De Beers Marque’ which is the De Beers logo and a unique diamond number. The etchings are absolutely invisible to the naked eye, establishing the identity of the diamond as officially De Beers.
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