![]() One hundred per cent of De Beer’s diamonds are certified conflict-free.Ģ005 – De Beers launches the ‘ Talisman’ collection, the first fine jewellery collection to showcase the natural beauty of rough diamonds alongside polished. The Diamond Route in Southern Africa launches, protecting the biodiversity of seven key destinations, an award-winning initiative that highlights De Beers’ role as a major force in conservation.Ģ003 – The Kimberley Process Certification Scheme is established to block the flow of conflict diamonds. Our flagship store opens in London, reflecting the sophistication, creativity and individuality synonymous with the city. The De Beers Institute of Diamonds is created for diamond selection and verification, before branding every diamond over 0.2 carats with the De Beers Marque and individual number.Ģ002 –. Celebrating diamonds as nature’s works of art, our designers begin creating distinctive pieces that showcase them in their perfect light. It heralds the launch of De Beers’ new fine jewellery brand.Ģ001 - De Beers Jewellers is formed. Here is a timeline of De Beers’ heritage.ġ888 - De Beers Consolidated Mines is founded, marking the start of De Beers’ unrivalled legacy in diamonds.ġ939 – In partnership with the Gemological Institute of America, De Beers devises the industry’s first universal diamond grading system the 4Cs: cut, colour, clarity and carat.ġ947 – Frances Gerety, a young copywriter at the N W Ayer advertising agency, creates the timeless slogan, ‘A diamond is forever.’ Fifty years later, it’s recognized by Ad Age as the greatest advertising slogan of the 20th century, conveying the eternal meaning of a diamond.Ģ000 – De Beers celebrates the new millennium by unveiling the De Beers Millennium Star, at the time, the world’s second largest top-colour diamond at 203.04 carats, cut into a pear-shape that maximizes its beauty.
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