The De Beers Difference
AT DE BEERS DIAMOND JEWELLERS, WE BELIEVE THE BEAUTY OF A DIAMOND GOES WELL BEYOND CONVENTIONAL ASSESSMENTS.
De Beers was instrumental in defining the 4Cs of diamonds and has set the standards that others follow for more than 125 years. Today, our quest for perfection has journeyed beyond these characteristics and we now go to new lengths to select the world’s finest diamonds for our jewellery.
DE BEERS TRUE BRILLIANT
DE BEERS TRUE BRILLIANT
The De Beers True Brilliant is the finest round brilliant diamond, a cut above all others. Only the most enigmatic diamonds that surpass our rigorous standards will earn this seal of approval. Our diamond experts use a special technique, developed by De Beers Diamond Jewellers in 1998, to individually select by eye those diamonds with perfectly aligned facets and angles to ensure maximum sparkle.
FIRE, LIFE AND BRILLIANCE
FIRE, LIFE AND BRILLIANCE
De Beers True Brilliant diamonds are those that sparkle from every angle. This is seen by our eyes as Fire, Life and Brilliance; the three most essential elements for all visual excitement in a diamond. ‘Fire’ is the rainbow of light you see when a diamond is beautifully cut, ‘Life’ is the scintillation and sparkle of a diamond and ‘Brilliance’ centres on the natural transparency of a diamond, which leads to its brightness.
THE IRIS
THE IRIS
Glimpsing into the core of a diamond to see each microscopic facet perfectly reflecting light isn’t just something we reserve for ourselves. Every De Beers Diamond Jewellers’ customer has the opportunity to see the beauty of their round brilliant diamond for themselves with our proprietary technology - the De Beers Iris. Each store is equipped with this unique demonstrator, allowing you to see through the eyes of an expert.
THE TWIN TEST
THE TWIN TEST
Experience tells us that two diamonds with the same 4Cs, may not be equally beautiful. This is why each of our diamonds is individually hand-chosen by eye for its perfect facet angles and alignment. This is how we know our diamonds are incomparably beautiful. With the Iris you can see the difference between a De Beers True Brilliant diamond and one that fails to meet our high standards for yourself.