Our Brands
Each of our jewellery brands has a unique heritage and style. What binds them is our relentless passion for beauty, craftsmanship and sustainability – creating timeless designs our customers are proud to own. Beyond jewellery, Origin – De Beers Group is a special one-of-a-kind digital platform to learn about the journey your natural diamond takes.
Our luxury jewellery house De Beers London evokes a sense of heritage and modernity. It unites our southern African roots that inspire our bold and elegant jewellery, with the energy and spirit of London, where our designs come to life.
Focused on the fast-growing Indian market, Forevermark is a natural diamond jewellery brand, which blends international elegance with the rich cultures of our different regions. Exceptionally crafted, Forevermark jewellery is designed to showcase the unmatched beauty of natural diamonds – creating timeless pieces rooted in deep emotional significance.
Each rare and beautiful diamond receives the unique Forevermark inscription – a promise that it has been responsibly sourced throughout its journey.
Our luxury jewellery house De Beers London evokes a sense of heritage and modernity. It unites our southern African roots that inspire our bold and elegant jewellery, with the energy and spirit of London, where our designs come to life.
Focused on the fast-growing Indian market, Forevermark is a natural diamond jewellery brand, which blends international elegance with the rich cultures of our different regions. Exceptionally crafted, Forevermark jewellery is designed to showcase the unmatched beauty of natural diamonds – creating timeless pieces rooted in deep emotional significance.
Each rare and beautiful diamond receives the unique Forevermark inscription – a promise that it has been responsibly sourced throughout its journey.
Natural diamond campaigns
Revitalising the magic of natural diamonds
Our approach aims to ensure diamonds continue to embody the pinnacle of luxury, ethical integrity, and personal authenticity.
We seek to evolve the narrative and revitalise the magic of natural diamonds among the younger generations. Our strategy comprises a renewed focus on category marketing to amplify the timeless allure of natural diamonds and strategic collaborations with retailers to reinvigorate natural diamond desirability.
Natural diamond marketing
DE BEERS’ LEGACY SHINES IN NEW BOOK
Available now in Assouline stores worldwide and online, A Diamond Is Forever: The Making of a Cultural Icon celebrates nearly a century of natural diamond marketing – a story that De Beers not only shared but defined.
Brimming with archival photography, iconic advertising, world renowned artwork and behind the scenes insight, the book traces how De Beers helped transform diamonds into the universal symbol of love, celebration and personal achievement we recognise today.
It’s a vivid reminder of how our marketing has always captured the spirit of its time and how each era has added a new chapter to the enduring power of natural diamonds. It also reflects the rich interplay between art and culture that has defined our history — from the celebrated 20th century artists who helped shape our most iconic advertising, to the role natural diamonds have played in marking life’s most meaningful moments and influencing cultural expression around the world for over a century.
THE AGE, RARITY AND UNIQUENESS OF NATURAL DIAMONDS
Natural diamonds are among Earth's rarest and most extraordinary creations. Formed deep beneath the surface over billions of years, each diamond carries a unique story — one that is shaped by time, pressure and a remarkable journey as it is transformed into timeless and iconic jewellery.
This series of films explores the age, rarity and uniqueness of natural diamonds. We reveal the science behind how diamonds are formed and the enduring qualities of these precious stones that have come to symbolise some of the most profound human emotions.
To learn more about natural diamonds, download the De Beers Education App on the Apple Store or Google Play Store.
THE RARITY OF NATURAL DIAMONDS
Natural diamonds are created deep underground, far beyond human reach.
In this film, we discover the truly miraculous journey of a diamond against all odds: from its discovery in the Earth’s depths, to its emergence as a rare and precious gift.
THE AGE OF NATURAL DIAMONDS
Natural diamonds have been on a journey that has lasted thousands of years. In this film we create a model of the diamond timeline in the desert. We show how it stretches across billions of years – running from the first sparks of life on our planet all the way to modern day.
From its formation as a rough stone deep in the Earth, to unique jewellery that represents the most meaningful moments in our lives, we present the extraordinary story of a natural diamond.
THE RARITY OF NATURAL DIAMONDS
Natural diamonds are created deep underground, far beyond human reach.
In this film, we discover the truly miraculous journey of a diamond against all odds: from its discovery in the Earth’s depths, to its emergence as a rare and precious gift.
THE UNIQUENESS OF NATURAL DIAMONDS
Each natural diamond is shaped by the passage of time. The formation of a diamond over the course of millions of years makes each stone truly unique: an individual story that we bring alive through its shape, colour, size and features.
Watch this film to explore how natural diamonds profoundly speak to the human story and what makes each of us unique.
THE AGE OF NATURAL DIAMONDS
Natural diamonds have been on a journey that has lasted thousands of years. In this film we create a model of the diamond timeline in the desert. We show how it stretches across billions of years – running from the first sparks of life on our planet all the way to modern day.
From its formation as a rough stone deep in the Earth, to unique jewellery that represents the most meaningful moments in our lives, we present the extraordinary story of a natural diamond.
THE UNIQUENESS OF NATURAL DIAMONDS
Each natural diamond is shaped by the passage of time. The formation of a diamond over the course of millions of years makes each stone truly unique: an individual story that we bring alive through its shape, colour, size and features.
Watch this film to explore how natural diamonds profoundly speak to the human story and what makes each of us unique.
Natural diamond education
UNRIVALLED EXPERTISE IN EDUCATING THE DIAMOND INDUSTRY
De Beers Institute of Diamonds’ courses cover every aspect of the diamond pipeline – from discovery to jewellery sales. They offer a range of entry level and advanced eLearning courses and practical workshops covering topics including rough diamond assortment, polished diamond grading and detection of synthetic material. These courses provide the knowledge people need to develop their careers in the diamond industry.
Impact of Natural Diamonds
Natural diamonds are more than just beautiful gemstones. Through our Building Forever sustainability strategy, they are helping to create a brighter future for all the communities where we operate.
The authority on natural polished diamonds
Institute of Diamonds
De Beers Institute of Diamonds (IoD) aims to build consumer confidence and industry trust in natural and untreated diamonds – supporting differentiation for De Beers brands and clients. With the only laboratory that’s completely focused on natural diamonds, IoD offers premium services such as grading, inscription, origin services, jewellery verification and natural diamond education.
