The latest news and top stories on De Beers. A leading entity in the diamond industry, this South African-British corporation specialises in diamond exploration mining and retail. Headquartered in Johannesburg South Africa, De Beers primarily serves the middle and upper market segments globally, with a renewed focus on modern consumers. Renowned for its "A Diamond is Forever" campaign, the company is implementing its "Origins" strategy to enhance natural diamond appeal and streamline operations. Its Element Six division is a global leader in synthetic diamond solutions for industrial applications.