The legend of De Beers Diamond Master has been in the industry since 1888 and has always been a pioneer in the industry, leading people to continue to explore in the diamond world. De Beers hand-chooses natural diamonds and combines these artistic masterpieces from nature with their own unique designs, so that each piece of jewelry has a unique style like its wearer.

De Beers’ brand heritage history:

De Beers Consolidated Mines was established in 1888, marking the official departure of De Beers' legend in the diamond world.

In 1939, De Beers cooperated with the American Gem Academy to jointly introduce the universal diamond grading system of the diamond industry - the 4C standard, which is to rating diamonds based on the four major elements of diamond cutting, color, clarity and carat weight.

In 1947, Frances Gerety, a young copywriter at NW Ayer advertising company, created a classic advertising slogan for De Beers that has been passed down to this day - "A Diamond is Forever" (Chinese translation: "Diamond is Forever, one is forever").

In 2000, to celebrate the arrival of the Millennium, De Beers revealed the De Beers Millennium Star Diamond. Weighing 203.04 carats, it releases the beauty of diamonds in a drop-shaped cut. The debut of De Beers Millennium Star also indicates that De Beers Group will soon establish a new high-end jewelry brand.

In 2001, De Beers Jewellers was officially established. De Beers Jewelry Designer adheres to the concept of diamonds as a masterpiece of nature art and creates a series of novel and unique jewelry works that show the brilliant beauty of diamonds. De Beers Diamond Research Institute, which focuses on diamond selection and inspection, was officially established. After that, De Beers began to stamp De Beers mark and independent number on each diamond that exceeds 0.20 carats.

In 2002, De Beers' flagship store in London was grandly unveiled, demonstrating the elegance, creativity and personality that are in line with the city. The "Diamond Road" plan covering southern Africa has officially started. De Beers’ commitment to protecting the biodiversity of seven major destinations is a highly praised move and a reflection of De Beers’ unremitting efforts in nature conservation.

The Kimberley Process Supervision System was established in 2003. This system is designed to curb the illegal trade in conflict diamonds. Each De Beers diamond is certified as a non-conflict diamond.

In 2005, De Beers launched the jewelry series made of natural rough diamonds - the Talisman series, which combines natural rough diamonds and polished diamonds to bloom the beauty of nature. De Beers uses the ancient "chiefing point metalwork" inlay process, inlaying unmatched raw diamonds and polished diamonds into metal without claw setting, making the diamonds have a larger visual effect than they actually are. De Beers jewelry brand continues to take the pace of global development and opens international stores in New York.

In 2008, a De Beers store was opened in the Hong Kong Special Administrative Region of China. In 2009, De Beers launched the Enchanted Lotus series. The series has also become the brand's iconic design series. The center of the work outlines the agile lotus posture, meaning purity, tranquility and eternity.

The Dewdrop series was launched in 2010. Its design is inspired by the clear revealing beads on the flowers and leaves in the morning, which symbolizes a new beginning. In 2011, De Beers Store was opened in Beijing. In 2012, De Beers launched the Imaginary Nature by De Beers high-end jewelry series during Paris Haute Couture Week. In 2013, a personalized customization service for engagement diamond ring was launched: "For You, Forever". Through this service, customers have the opportunity to personally select diamonds, ring designs and inlays.

In 2017, De Beers announced a three-year partnership with UN-Women to support women and girls in their country, challenge gender stereotypes and help advance women within the organization.

The launch of the Horizon ring in 2019 laid the brand's new aesthetic concept. The design of this ring combines modern style with rich fun, becoming a symbol of unrestrained and free personality. Inspired by the kaleidoscope-like natural creatures, the Portraits of Nature by De Beers' high-end jewelry series uses many colorful natural colored diamonds and polished diamonds in the same jewelry series, which is also groundbreaking.