Everything You Need To Know About This Iconic Diamond Brand

As one of the jewellery industry’s early-adopters of the 4Cs – cut, colour, clarity and carat – De Beers is known for quality and excellence. Of all the diamonds it inspects, fewer than 1% are chosen and all stones are hand-selected, taking into consideration beauty and character before being graded at the Institute of Diamonds and microscopically branded with the De Beers Marque – a logo and unique diamond reference number. Every piece of jewellery also comes with a Certificate of Authenticity, guaranteeing that the diamond is natural, responsibly sourced and conflict-free.

Each piece in the brand’s collections is designed to celebrate the beauty of natural diamonds. From the instantly recognisable, iconic Enchanted Lotus motif to the Classic collection – which comprises diamond earrings, necklaces and bracelets in a range of timeless yet modern designs – De Beers is known for transforming beautiful diamonds into time-honoured designs.

As well as creating timeless, heirloom jewellery, De Beers is committed to creating a positive legacy. There are four pillars which fall under the brand’s Building Forever campaign and form the cornerstones of its long-term commitments; standing with women and girls, protecting the natural world, partnering with thriving communities and leading an ethical industry. So far, it's helped more than 700 female micro-entrepreneurs across Namibia, Botswana and South Africa, as well as improving access to quality education and investing in conservation programmes.