The Allure of Diamond Experts, DE BEERS
De Beers
The Allure of Diamond Experts: De Beers
Series | Part 3: De Beers (1)
De Beers is a name so synonymous with diamonds that it immediately springs to mind. Many are captivated not only by the exceptional quality of diamonds, meticulously selected with an exquisite eye, but also by designs that evoke a poetic beauty. Here, we present the value of pure white brilliance and exquisite pieces imbued with rich radiance.
Text by NOGUCHI Minako
A Brand Story Rooted in Unwavering Aesthetics
De Beers is part of the De Beers Group, a world-leading diamond specialist company with unparalleled expertise in diamond exploration and mining.
The De Beers Group was founded in South Africa in 1888 as De Beers Consolidated Mines. In 1939, it established a new standard in the diamond industry by first devising the "4Cs"—cut, color, clarity, and carat—as a measure of diamond quality. In 1947, it launched the impactful slogan, "A Diamond is Forever," powerfully impressing upon the world that diamonds are a symbol of eternal promises.
In 2001, De Beers Diamond Jewellers was established in the UK as a joint venture between the De Beers Group and LVMH Moët Hennessy Louis Vuitton, which owns numerous world-renowned luxury brands. The "Millennium Star," De Beers' first acquisition, captivated the world with its unparalleled brilliance, weighing 203 carats and radiating sublime beauty.
In 2002, the first store opened on London's Old Bond Street. It remains the flagship store in the same location today. In Japan, the brand is available at its Ginza flagship store, enchanting women as a coveted luxury brand.
An advertisement from 1947, when the slogan "A Diamond is Forever" established diamonds as a fitting symbol for marriage.
Diamond specialist Andrew Coxon selected the "Millennium Star." Mr. Coxon became the head of the "De Beers Diamond Institute" in 2001.
The "Imaginary Nature Collection" features high jewelry that expresses the beauty of nature with rich imagination.
The quality of De Beers, which covers everything from diamond mining and distribution to jewelry production through its affiliated companies, is supported by the "De Beers Diamond Institute," established in London in 2001. De Beers now goes beyond the "4Cs" and has introduced three new criteria—fire, life, and brilliance—focusing on the inherent beauty of diamonds.
Page02.Ultimate Color Diamonds Radiating Sublime Aura
De Beers
The Allure of Diamond Experts: De Beers
Series | Part 3: De Beers (2)
Ultimate Color Diamonds Radiating Sublime Aura
The essence of De Beers lies in its supremely high-quality diamonds. Among them, the "1888 Master Diamonds Collection," the pinnacle of colored diamonds, is a dramatic high jewelry collection that symbolizes the brand, known as the "jeweler of light." The exceptionally rich colors emanating from these rare diamonds possess a beauty befitting natural works of art. Wear these mysterious and captivating blue, white, pink, and yellow hues to reflect your individuality, like a noble alter ego.
Material | Blue Diamond
(Main Diamond: 2.62ct)
Material | Pink Diamond
(Main Diamond: 3.69ct)
Material | Yellow Diamond
(Main Diamond: 3.06ct)
A Palette of Brilliance Filled with Emotional Light
The "Talisman Collection," a stunning fusion of pure, unadorned rough diamonds and elegantly polished diamonds, also reflects De Beers' brand aesthetic. This collection, which celebrates its 10th anniversary this year, features creative designs that embody human emotions, hopes, and dreams. The collection includes artistic medallions, glamorous rings, and poetic pendants. Consider adding them one by one to commemorate life's special moments and enjoy the accumulation of happiness.
Material | Yellow Gold, Diamond
(Total 3.19ct)
Price | ¥2,165,400
Material | White Gold, Diamond
(Total 12.66ct)
Price | ¥10,530,000
Material | Pink Gold, Diamond
(Total 5.23ct)
Price | ¥3,921,200
Eternal Radiance Reimagined with Contemporary Sensibility
The "Drops of Light" collection, born from De Beers' pursuit of artistic innovation and craftsmanship, harmonizes classical beauty with a modern sensibility. These jewelry pieces allow for unique radiance by combining classic stud earrings with pear-cut drop diamonds. This elegantly contemporary jewelry is highly sought after by sophisticated women with a refined sense of style.
Material | Pink Diamond x White Diamond
Material | White Diamond x Yellow Diamond
Material | White Diamond x White Diamond
Page03."Moment in Light": Where the Brilliance of Women and Diamonds Resonates
De Beers
The Allure of Diamond Experts: De Beers
Series | Part 3: De Beers (3)
"Moment in Light": Where the Brilliance of Women and Diamonds Resonates
Since 2014, De Beers has been running the "Moment in Light" charity program to support the international foundation "Women for Women International." Photographer Mary McCartney, serving as curator, captures and showcases portraits of talented and influential women. The funds raised through this initiative support women in post-conflict countries.
The international foundation "Women for Women International" supports women who have survived conflict in Afghanistan, Bosnia and Herzegovina, the Democratic Republic of Congo, Iraq, Kosovo, Nigeria, Rwanda, and South Sudan. Through a one-year training program, women learn vocational skills and receive business training to become self-sufficient, helping them escape crisis and poverty and achieve stable lives and economic independence.
In 2015, "Moment in Light" featured architect Zaha Hadid, model and actress Liya Kebede, jazz pianist and singer Diana Krall, and actress and singer Karen Mok. Mary McCartney photographed them beautifully, while also sharing their life stories and endeavors.
Photographer Mary McCartney, daughter of Paul McCartney, demonstrates a natural talent for capturing the perfect moment, drawing out the inner beauty of her subjects.
Jazz pianist and singer Diana Krall. Billboard magazine named her the second most famous jazz artist of the 2000s.
Architect Zaha Hadid. In 2004, she became the first woman to win the Pritzker Prize. She also received the Stirling Prize in 2010 and 2011, and was appointed Dame Commander of the Order of the British Empire in 2012.
"By celebrating talented women, we encourage those who have achieved their dreams to be proud of their success, while simultaneously supporting women in difficult circumstances around the world. It is truly a project by women, for women, and what is depicted through it is the 'Moment in Light,'" says François Delage, CEO of De Beers Diamond Jewellers. This campaign embodies the jeweler's spirit of unleashing the beautiful radiance inherent in both women and diamonds.
Model and actress Liya Kebede. She serves as a Goodwill Ambassador for the World Health Organization, raising awareness about issues facing women and children in developing countries.
Actress and singer Karen Mok. Of Welsh, Chinese, and Persian descent, she is fluent in five languages and has appeared in over 40 films, receiving numerous awards.
De Beers
Tel. 03-5524-6055
http://www.debeers.co.jp/