As a top brand in the diamond industry, De Beers was founded in 1888 and participated in the formulation of the 4C standard that is still in use today. It is called the "Master of the Diamond Foundation", and all the jewels made for the British royal family are collected in the Tower of London. It is the only top brand in the world that focuses on diamond production.

De Beers is the largest diamond mining company in the world, and its position in the diamond industry is a leading brand. Since the establishment of 1888, De Beers has become synonymous with diamonds. As early as more than 60 years ago, De Beers established a sales organization to distribute gem-grade diamond embryos, which account for most of the world, to ensure the stability of the rapidly developing world diamond market.

The name of De Beers brand comes from pure and flawless diamond ornaments and is endowed with the emotional connotation of love. The hard and unchangeable characteristics of diamonds are consistent with the public's yearning for love. De Beers' symbolic orientation of loyal love revolves around the eternal emotional value of diamonds and the excavation of consumer love elements.

Developed the emotional needs of customers and created a new concept market. This obviously attacks people's yearning and appeal for emotional life at present.

De Beers brand style is defined as diamond flavor and timeless classics. The products mainly highlight the diamond-like noble quality, dreamy and romantic life sentiment, elegant temperament with various customs, exquisite and warm home atmosphere and eternal classic love. The target group is the urban upstart who pursues fashion information and international taste, the urban white-collar worker who is rich in petty bourgeoisie, and the workplace elite who pursues a sense of decency.

De Beers' most classic advertising slogan: "Diamonds last forever, and one will last forever."