De Beers was founded in 1888 by Cecil Rhodes and is one of the world's leading diamond companies, with unrivalled expertise in the mining, trading and marketing of rough diamonds. It was once the only company with monopoly and monopsony in the diamonds business, and even in modern times De Beers still control 35% of the diamond business in world’s rough diamond production.
De Beers is perhaps most generally famous for its marketing campaign which began in the 1930s and had a major impact on diamond engagement rings. During the Great Depression of the 1930s, the price of diamonds collapsed and engagement rings were falling out of fashion. De Beers launched a marketing campaign to educate the public about the 4 Cs of diamonds (cut, carat, colour, and clarity). They also wanted to persuade young men that diamonds are the only gemstone synonymous with romance, and that the measure of a man's love, (and even his professional success) was directly proportional to the size and quality of the diamond that he chose for his fiancé. In addition they convinced young women that the ultimate gift of love given as an engagement ring is a diamond.
In 1947 the famous slogan ‘A Diamond Is Forever’ was conceived by Ayer a copywriter for De Beers and this slogan has since become world famous, and is still used by the company today. A Diamond Is Forever’ was used to spearhead of the De Beers advertising campaign to persuade consumers that an engagement ring is indispensable, and that a diamond is the only acceptable stone for an engagement ring as it forever promises endless romance and companionship. This clever marketing campaign by De Beers was undoubtedly responsible for the resurgence of diamonds as the number one gemstone used in engagement and wedding rings.
Perhaps the most famous De Beers diamond is the Millennium Star weighing a staggering 203.04 carats (40.608 g). The Millennium Star is the world's second largest known top-colour (grade D, i.e. colourless), internally and externally flawless, pear-shaped diamond. This stunning diamond was discovered in Zaire in 1990 in alluvial deposits; uncut, it was 777 carats (155.4 g). It was purchased by De Beers in the early to mid-nineties and took over three years for workers of the Steinmetz Diamond Group to produce the classic pear form and the actual cutting was done using lasers.
The Millennium Starwas first displayed in October 1999 as the centrepiece of the De Beers Millennium diamond collection which also includes eleven blue diamonds’totalling 118 carats (23.6 g) and The Heart of Eternity. They were displayed at London’s Millennium Dome over 2000.
For modern day brides to be De Beers offers an absolutely stunning collection of the most beautiful diamond engagement rings. The diamonds that are used in their exquisite trademark solitaire engagement rings are hand-picked by De Beers for their exceptional sparkle and brilliance,and are complimented by halos and sweeping lines of pavé diamonds to add that extra ‘wow factor’.
Whilst De Beers have an unrivalled diamond heritage, this of course comes at a price. As is to be expected, a De Beers diamond engagement ring is a top end luxury item that has a high price tag. If your budget does not quite stretch to a De Beers diamond ring but you have your heart set on a De Beers inspired design, we offer an extensive range of De Beers inspired engagement rings for that touch of affordable luxury. If you have any concerns regarding comparable quality then do not worry – we can assure you that we do not cut corners in any area of our service as we are able to offer great prices only due to the fact that we source our diamonds directly, so cutting out the added cost of the middleman. So why not celebrate the world’s most iconic symbol of love, the diamond, browseand choose one of our DeBeers inspired diamond engagement rings that we have for sale today?
Explore our De Beers inspired diamond rings below - click on the image to learn more
De Beers Solitaire
The De Beers Classic Solitaire is the trademark of the De Beers diamond collection. This design is timelessly elegant and simply stunning. Created with prefect proportions that maximise the brilliance and sparkle of the diamond showcased at the centre of its four-prong-setting which lifts the round brilliant solitaire up to the light for maximum exposure.
The design of the De Beers Promise Ring has a very modern feel that epitomises contemporary elegance and is the perfect choice for the bride-to-be that has sophisticated yet cutting edge tastes. The Promise Ring was designed to symbolise the path of the journey of love of two people joining together to become as one with its interlocking thread of duo-shank platinum band that beautifully entwines up to the four-prong-set round brilliant solitaire, and is exquisitely pavéd with round brilliant diamonds.
The De Beers Infinity Ring is symbolic of the love and unbroken bond that a couple forge when they vow to be together to eternity. This ring embodies the grace of feminine beauty with its delicate setting of a solitaire diamond complimented by an exquisite pavé of white diamonds set in a platinum band. The De Beers Infinity Ring is a symbol of everlasting love that deserves to be cherished for ever more.
The De Beers Adonis Rose Solitaire takes its inspiration from the classical love story of Aphrodite the Greek goddess of love, and Adonis the god of beauty and desire and the personification of masculine beauty. The rose, an iconic symbol of love for many centuries, is evocative of the enchantment, dram and binding powers surrounding this mythical couple and is symbolised by the intricately entwined leaves within the design of the De Beers Adonis Rose Solitaire. This unique design combines a platinum band with bezel-set marquise diamonds, pavé round brilliants and a simply stunning claw-set centre solitaire.
Enchanting and exquisite in its brilliance and energy the De Beers Aura Halo Ring and Aura Double Halo is a simply stunning piece of jewellery that is a real head turner with the ultimate wow factor. The platinum band combined with a beautiful micropavé halo and double-halo setting accentuates and complements the centre piece prong set round brilliant diamond solitaire creating a radiant and brilliant sparkle.