De Beers: Where It Begins. For over a century, De Beers has been the source of the world's most exquisite diamonds. Our new campaign, De Beers: Where It Begins, showcases the incredible journey of these precious gems from their raw form to magnificent jewelry.

Starring the talented Lupita Nyong'o, this campaign tells the story of discovery and the magical transformation that takes place. Explore our enchanting collection, including the iconic Enchanted Lotus, inspired by the symbolism of purity and eternity. Each piece is crafted with impeccable craftsmanship and embodies the boundless possibilities of beauty and elegance.

As a brand, we are committed to creating a better future for people and the planet, and Lupita Nyong'o embodies these values as our ultimate muse. Discover the world of De Beers and immerse yourself in the captivating beauty of fine diamonds. Stay connected with us for the latest collections, launches, and news