Though De Beers Jewellers is a relatively young luxury jewellery house, established in London just 23 years ago, it is founded on 135 years of diamond expertise. Its parent company, De Beers, has a long history of sourcing, cutting and polishing extraordinary diamonds, including many of the world’s most important stones.
This puts the house “in the unique and privileged position to guide the entire journey of our jewellery, from the moment a rough diamond is unearthed, to the moment a future heirloom is unwrapped,” explains Céline Assimon, CEO of De Beers Jewellers.
Its end-to-end stewardship ensures that each piece of jewellery makes the most of the stone’s remarkable beauty and natural charisma. “We are proud to discover and select the earth’s most bewitchingly beautiful diamonds, unleash their brilliant potential, and design and craft pieces of jewellery that become part of our clients’ life stories,” Assimon adds.
The diamond
De Beers' expert gemologists choose each diamond by eye, not just by its certificate. This ensures that every stone displays excellent credentials according to the famous four Cs (colour, clarity, cut and carat weight), as well as individual personality and irresistible charm. While renowned for crafting some of the most extraordinary bright white D colour diamonds, the house also specialises in stones that display a distinctive warm white hue, along with remarkably rare coloured diamonds.
Once chosen, each rough stone is transformed into a polished gem through the discerning savoir-faire of De Beers' master craftspeople. Rather than shaping each stone to prioritise carat size, De Beers diamonds are crafted to optimise beauty and quality, with pure brilliance, excellent symmetry, sublime proportions and peerless beauty prized above all else. The result? Unparalleled scintillation that speaks to the house's illustrious heritage.
The source
Continuously striving for perfection, De Beers' discerning standards ensure that it is not only the stones themselves that are of the utmost calibre, but that their sourcing process is also rigorously sustainable and ethically sound, too.
“Every piece of De Beers jewellery begins with ethically and sustainably sourced diamonds. As the only jewellery house with a direct connection to the source, De Beers knows where its diamonds come from and what makes each one special,” explains Assimon.
Dedicated to ensuring that all its diamonds leave a lasting, positive impact on the places where they are found, a “Building Forever” commitment aims to ensure that local communities are thriving, ethical practices are maintained, and that the surrounding environment is protected.
Sourcing from Botswana, Canada, Namibia and South Africa, De Beers ensures that these local mining communities, economies and their wildlife are championed every step of the way.
The finished masterpiece
Once a diamond has been unearthed, cut and polished, De Beers Jewellers draws on Mother Nature as its muse, with many of its signature jewellery collections celebrating the natural world. The Enchanted Lotus collection references the elegant lotus flowers that bloom upon sunrise in Botswana, while the Portraits of Nature collection honours the delicate silhouettes of butterfly wings, brought to life in precious metals and sparkling diamonds – each piece honours the natural world that proffered such precious treasure.
When conceiving the design and technical setting of these stones, designers follow a code of contemporary classicism, crafting elegant jewels with clean lines and artful silhouettes that amplify the beauty of their show-stopping diamonds. Minimalist metal settings allow light to flood into each diamond and powerfully radiate, creating mesmerising natural brilliance. Each creation is an exquisite work of art, fusing the modern-day talents of De Beers Jewellers with the legacy of De Beers’ remarkable diamond discoveries.
Discover the art of diamond jewellery with De Beers Jewellers
