Our Jewellery Houses

Each of our Jewellery Houses has a unique heritage and style. What binds them is a relentless passion for beauty and craftsmanship, offering natural diamond jewellery that our customers are proud to own and wear forever.

De Beers Jewellers

De Beers Jewellers sees diamonds as nature’s finest works of art. All De Beers diamonds are ethically sourced and meticulously hand-selected for beauty, inspiring timelessly beautiful jewellery designs that enhance each wearer’s individual sense of style.

The Home of Diamonds

Since its inception in 2001, De Beers Jewellers has been the destination for natural diamond jewellery. Sharing over 130 years of diamond expertise, the brand guides individuals on their personal journey of discovery, helping them find the diamond that is unique to them.

Shining around the World

The De Beers Jewellers flagship store opened in London’s Old Bond Street in 2002, reflecting the sophistication, creativity and individuality synonymous with the city. Since then, the brand’s footprint has expanded to 16 markets around the world. In 2020, De Beers Jewellers launched its new website with a unique offering among the fine jewellery industry, an extensive product selection available for purchase, including engagement rings and solitaires from the entry price points of My First De Beers to high jewellery. Through its partnership with global luxury marketplace, Farfetch, the Brand is present in over 100 countries.

De Beers, Beyond Transparency

De Beers is committed to ensuring all diamonds are sourced in a manner that honours the social, ethical and environmental expectations shared with its customers. As most diamonds are sourced from De Beers Group mines in Botswana, Namibia, South Africa and Canada, not only does the brand know the provenance of its diamonds but can ensure they have had a positive impact along their incredible journey.

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De Beers Forevermark

Every De Beers Forevermark diamond has a unique inscription, ensuring that it is natural and hand-selected, with a promise that it is beautiful, rare and responsibly sourced.

The Pursuit of Absolute Beauty

During every step of its incredible journey, each diamond is selected against strict criteria to ensure that only the most beautiful diamonds are chosen.

Going beyond the standard 4Cs, De Beers Forevermark considers a number of different additional criteria to ensure that each diamond is truly beautiful, starting with a rough diamond of superior quality, evaluating the diamond’s cut for symmetry and durability, and ensuring a near perfect polish.

The De Beers Forevermark Inscription

Before it can bear the De Beers Forevermark inscription, each diamond is assessed by experts at one of our De Beers Institute of Diamonds locations in Belgium, the UK and India.

Diamonds that meet De Beers Forevermark’s standards for beauty, rarity and responsible sourcing are given an inscription that’s just 1/5,000th the width of a human hair. Invisible to the naked eye, it can only be seen using a special viewer found in one of our Authorised De Beers Forevermark Jewellers. This inscription – which consists of the De Beers Forevermark icon and a unique number – is proof that the diamond has met our high standards and commitment to integrity.

A Global Brand

In 2008, De Beers Group launched De Beers Forevermark in Hong Kong (SAR of China) and China. In the following years, the brand quickly expanded, launching in Japan in 2009, Singapore, Mexico and the Caribbean in 2010, and the US, India and Malaysia in 2011. Today,
De Beers Forevermark diamonds are available in more than 2,400 retail outlets around the world, in countries including South Africa, the United Arab Emirates, Canada and Australia.

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Libert’aime by De Beers Forevermark

Be you. Be a diamond.

Libert’aime by De Beers Forevermark celebrates the spirit of a new generation: strong, unique, authentic and ready to take on the world. Featuring jewellery designed by the Design and Innovation Centre in Milan, the pieces are contemporary and fashion focused. Diamonds remain the focal point, and are showcased within jewellery designed to help you express your individuality – jewellery not just for life’s most special occasions, but for moments of pure pleasure and pride that come from wearing beautiful diamonds, wherever and whenever you want.

Libert’aime is available exclusively in China.

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