De Beers Jewellers is the luxury jewelry retail arm of the De Beers Group, the world's leading diamond company. De Beers was originally founded in 1888 by Cecil Rhodes in Kimberley, South Africa. The De Beers Jewellers retail brand was established in 2001 as a joint venture between De Beers and LVMH, though De Beers Group is majority owned by Anglo American plc. The jewellery brand operates its creative headquarters in London.
De Beers holds a unique position in the jewelry industry as the only luxury jewelry brand that is directly linked to a major diamond mining operation. The company's mines are located in Botswana, Namibia, South Africa, and Canada. This vertical integration allows De Beers Jewellers to trace its diamonds from mine to retail, and the brand offers a provenance guarantee through its De Beers Code of Origin program, which tracks each diamond 0.3 carats and above from rough stone to polished gem.
De Beers is historically responsible for popularizing the diamond engagement ring through its "A Diamond is Forever" advertising campaign, first introduced in 1947 and widely regarded as one of the most successful marketing slogans of the 20th century.
Jewelry collections include Aura (the first luxury jewelry brand to use blockchain technology for diamond traceability), Enchanted Lotus (floral diamond motifs), Atea (modern gold and diamond pieces), and the Bridal collection (engagement rings and wedding bands). De Beers also established the International Institute of Diamond Grading & Research and the De Beers Institute of Diamonds.
Retail prices for jewelry generally start at approximately $800 and extend to over $500,000 for exceptional diamond pieces. De Beers Jewellers operates boutiques worldwide and sells through its own e-commerce platform.