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Diamonds appeal to the imagination. They are rare and unique, and buying a diamond is a token of genuine love. "Diamonds are forever", remember? That's the tagline De Beers used to make diamonds popular. In 1947, the giant of the diamond world launched the slogan to promote diamond engagement rings. It was named slogan of the century in 1999. You can find out all about young Cecil Rhodes here: imperialist, clever businessman ahead of his time, and founder of De Beers, the largest diamond company in the world.
- De Beers Centenary Diamond
- Where does the story of De Beers diamond dealers begin?
- De Beers after the Rhodes brothers
- The impact De Beers has on the price of diamonds
Most viewed diamond jewels
1.20 carat diamond eternity ring in red goldFrom ￥ 17.950 (excl. VAT)
2.00 carat diamond princess earrings in red goldFrom ￥ 12.150 (excl. VAT)
0.20 carat diamond design infinity necklace in platinumFrom ￥ 10.570 (excl. VAT)
1.06 carat diamond design necklace in platinumFrom ￥ 16.200 (excl. VAT)
4.00 carat diamond tennis bracelet in white goldFrom ￥ 26.210 (excl. VAT)
Carat weight, colour and clarity of the Centenary Diamond
Fortunately, South Africa has more to offer than just cotton
He also bought the prospect at the Orange River, from two brothers, Johannes and Diederik De Beer. Although the De Beer brothers had found diamonds on their land, as devout Christians, they showed no interest in them. They did not want to be swept along by diamond fever and decided to sell their land.
The diamonds were on the De Beers land before the windfall came
Rhodes wanted to merge all companies in the South African diamond sector, in order to maintain a fixed, high price. He succeeded in 1888 and was made head of De Beers Consolidated Mines. In order to manage the supply better, he created other fake companies. Rhodes' monopoly caused quite a stir among the
By 1890, De Beers controlled 90 percent of global diamond production. This also brought the company political power. When a large diamond was found a year later, the miners demanded first refusal on purchasing it. The prime minister set up a commission, which favoured De Beers as the best buyer. No great surprise, since the prime minister was none other than Cecil Rhodes.
De Beers after the Rhodes brothers
The 4Cs were officially created in 1939 by De Beers and GIA. The 4 Cs stand for colour, carat weight, clarity and cut and is regarded as the standard for measuring the quality of a diamond.
In 1947, the slogan 'A diamond is forever' was born - for an advertisement for diamond engagement rings. This led to strong sales growth because the diamond became the symbol of true love.
The end of the De Beers era
With brands such as BAUNAT, you can be confident you're not buying synthetic diamonds, or even blood diamonds. BAUNAT buys its diamonds directly from the source, eliminating intermediaries and enabling us to offer jewellery online 30% to 50% cheaper.
Why buy diamonds from BAUNAT?
We also offer a designed to order service, starting out from a budget of €4,000. Working with our experts you can design diamond jewellery entirely how you want it. If you have any questions about our jewellery or about certain styles and trends, our experts are always on hand to give advice.