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De Beers
Jul 10, 2022
Brand profile
Founded in 1888, De Beers is a multinational enterprise engaged in the exploration, mining, trading and processing of diamond mines. In 1939, De Beers proposed the "4Cs" for diamond grading, and in 1947 introduced the slogan "A Diamond is Forever", making the diamond a symbol of eternal commitment. In 2001, De Beers partnered with the LVMH Group to establish the De Beers Jewellers jewellers brand. In 2017, De Beers bought back a 50% stake in De Beers Jewellers owned by the LVMH Group.
Brand history
In 1888, de Beers Consolidated Mines was founded, known for its professional diamond detection and mining techniques.
In 1939, De Beers partnered with the Gemological Institute of America to introduce the diamond industry's first universal diamond grading system, the 4Cs, which grade diamonds based on the four elements of diamond cut, color, clarity, and carat weight.
In 1947, N. W. Ayer created a classic slogan for De Beers, "A Diamond is Forever," Chinese translated as "A Diamond Is Forever."
To celebrate the millennium, De Beers unveiled the Millennium Star for the first time in 2000 – the world's second-largest and highest-color diamond, weighing 203.04 carats, with a teardrop cut that maximizes the beauty of the diamond.
In 2001, De Beers partnered with LVMH to create the De Beers Jewellers jewellers brand, which opened its flagship store at 45 Bond Street in London. In the same year, the De Beers Diamond Institute, which focuses on diamond selection and inspection, was officially established. Since then, De Beers has since begun to stamp every diamond over 0.20 carats with the De Beers imprint and individual number.
Timeline
1888 De Beers Consolidated Mines is founded.
1939 The first diamond grading system in the diamond industry, the "4Cs", was introduced, making the diamond a symbol of eternal commitment.
In 2001, De Beers co-founded the De Beers Jewellers jewellers brand in collaboration with LVMH, which opened its flagship store at 45 Old Bond Street, London.
2002 The Diamond Route program covering southern Africa was officially launched. De Beers is committed to conserving biodiversity in 7 major destinations.
2003 The Kimberley Process Certification Scheme is established. This regime is designed to curb the illicit trade in conflict diamonds. Every De Beers diamond is certified as a conflict-free diamond.
In 2005, the Talisman collection was launched, which for the first time embedded unpolished natural raw diamonds into jewelry works in the "chisel-point metalwork" process.
2009 Launch of the Enchanted Lotus series.
2010 Launch of the Dewdrop series.
In 2012, the Imaginary Nature by De Beers fine jewelry collection was unveiled at the Paris Haute Couture Week.
In 2013, a new personalized diamond ring customization service was launched - "For You, Forever".
2017 Buy back a 50% stake in De Beers Jewellers owned by the LVMH Group.
2019 Launch of portraits of Nature by De Beers fine jewelry collection.
Represents a series
Talisman series
Enchanted Lotus series
The Dewdrop series
Imaginary Nature by De Beers Fine Jewelry Collection
Portraits of Nature by De Beers Fine Jewelry Collection
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