THE DE BEERS DIffERENCE


Celebrat ing a peer les s her i tage wi th over 120 year s of diamond exper t i se, De Beer s has an unr i val led under s tanding of what makes a diamond ex t raordinar y. The f i r s t to int roduce the concept of the 4Cs to consumer s in 1939, De Beer s cont inues


to pioneer and set the benchmar k for as ses s ing diamonds . Today, we are proud to combine the ar t and s c ience of beaut i ful diamonds ; leveraging the lates t and mos t advanced technology, we al so use our exper t eye and unique ins ight to go wel l beyond the 4Cs to f ind the wor ld’s mos t ex cept ional diamonds for our jewel ler y.


De Beer s ’ exper t anal y s i s and s t r ingent c r i ter ia s tar t wi th an in-depth under s tanding of the diamond’s unique c r y s tal l ine s t ruc ture, i t s bas i c 4Cs and grading repor t , but al so go wel l beyond these convent ional as ses sment s . Exper t s at


the De Beer s Ins t i tute of Diamonds indi v idual l y anal y se the per fec t ion of each diamond’s cut and propor t ions as wel l as i t s natural t ransparenc y to ensure that ever y De Beer s diamond exhibi t s a spar k le and br i l l iance beyond compare. A De Beer s selec ted diamond wi l l alway s cat ch the l ight and spar k le glor ious l y wi th F i re, L i fe and Br i l l iance.


At De Beer s , we are del ighted to share our ex c i tement and pas s ion for diamonds ;


our exper t Brand Ambas sador s are alway s avai lable to of fer guidance to our c l ient s as they embar k on thei r own journey of di s cover y toward thei r per fec t diamond.


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