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DE BEERS ENGAGEMENT RINGS
Founded in 1888 by Cecil Rhodes, De Beers stands as one of the world's foremost diamond companies, boasting unparalleled expertise in the mining, trading, and marketing of rough diamonds. In its early years, De Beers held a monopoly and monopsony in the diamond business, and even today, they command 35% of the world's rough diamond production.
De Beers gained widespread recognition for its 1930s marketing campaign, which significantly influenced the popularity of diamond engagement rings. During the Great Depression, when diamond prices plummeted and engagement rings waned in fashion, De Beers launched a campaign to educate the public about the 4 Cs of diamonds (cut, carat, color, and clarity). They aimed to convince young men that diamonds were the only gemstone synonymous with romance and that a man's love, and even his professional success, were directly proportional to the size and quality of the diamond he chose for his fiancée. Simultaneously, they persuaded young women that a diamond was the ultimate symbol of love in an engagement ring.
In 1947, the famous slogan 'A Diamond Is Forever' was coined by Ayer, a De Beers copywriter. This slogan, still used by the company today, spearheaded an advertising campaign to convey that an engagement ring is indispensable, and a diamond is the only acceptable stone, promising endless romance and companionship. This clever marketing by De Beers played a significant role in diamonds regaining their status as the primary gemstone for engagement and wedding rings.
Perhaps the most renowned De Beers diamond is the Millennium Star, an astonishing 203.04-carat (40.608 g) top-color (grade D, i.e., colorless), internally and externally flawless, pear-shaped diamond. Discovered in Zaire in 1990 in alluvial deposits, the uncut diamond weighed 777 carats (155.4 g). Purchased by De Beers in the early to mid-nineties, it took over three years for the Steinmetz Diamond Group to shape it into the classic pear form using lasers.
The Millennium Star was unveiled in October 1999 as the centerpiece of the De Beers Millennium diamond collection, including eleven blue diamonds totaling 118 carats (23.6 g) and The Heart of Eternity. These were displayed at London's Millennium Dome in 2000.
For modern brides-to-be, De Beers offers a stunning collection of the most beautiful diamond engagement rings. The diamonds used in their trademark solitaire engagement rings are hand-picked for exceptional sparkle and brilliance, complemented by halos and pavé diamonds for that extra 'wow factor.'
While De Beers boasts an unrivaled diamond heritage, this luxury comes at a price. As expected, a De Beers diamond engagement ring is a top-end luxury item with a high price tag. If your budget doesn't quite reach for a De Beers diamond ring but you desire a De Beers-inspired design, we offer an extensive range of affordable luxury. Rest assured, we do not compromise on quality, as we source our diamonds directly, eliminating the middleman's added cost. Celebrate the world's most iconic symbol of love, the diamond, by choosing one of our De Beers-inspired diamond engagement rings available 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 perfect proportions to maximize the brilliance and sparkle of the diamond showcased at the center of its four-prong setting, lifting the round brilliant solitaire up to the light for maximum exposure.
DE BEERS PROMISE RING
The design of the De Beers Promise Ring has a very modern feel that epitomizes contemporary elegance, making it the perfect choice for the sophisticated yet cutting-edge bride-to-be. The Promise Ring symbolizes the journey of love, with its interlocking duo-shank platinum band that beautifully entwines up to the four-prong-set round brilliant solitaire, exquisitely pavéd with round brilliant diamonds.
DE BEERS INFINITY RING
The De Beers Infinity Ring symbolizes the love and unbroken bond that a couple forges when vowing to be together for eternity. This ring embodies the grace of feminine beauty with its delicate setting of a solitaire diamond complemented 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 forever.
DE BEERS ADONIS ROSE SOLITAIRE
The De Beers Adonis Rose Solitaire draws inspiration from the classical love story of Aphrodite, the Greek goddess of love, and Adonis, the god of beauty and desire, personifying masculine beauty. Symbolized by intricately entwined leaves, the rose, an iconic symbol of love for centuries, is incorporated into 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 stunning claw-set center solitaire.
DE BEERS AURA HALO RING
Enchanting and exquisite in brilliance and energy, the De Beers Aura Halo Ring and Aura Double Halo are simply stunning pieces of jewelry that turn heads with the ultimate wow factor. The platinum band, combined with a beautiful micropavé halo and double-halo setting, accentuates and complements the prong-set round brilliant diamond solitaire, creating a radiant and brilliant sparkle.
