They convinced families to hold onto diamond rings as heirlooms, thus restricting the resale market for diamonds.
De Beers was formed at the end of the 19th century by Cecil Rhodes. The company name "De Beers" comes from the last name of the farmers who sold the land where the diamond mines were formed. The Openheimers became major shareholders in the early 20th century. De Beers has been accused of quite a few wrongdoings over the years, to say the least. For example: Having a monopoly over the world diamond supply and unfairly inflating prices; mistreatment of mine workers; bloodshed;
De Beers has since pledged to not trade in conflict diamonds - those originating in war-torn African countries. They have also made philanthropic efforts towards helping improve the lives of miners in Tanzania. Find out more about the long controversial history of De Beers from Wikipedia
As with many high-end designers, you can only buy De Beers engagement rings at their luxuary retail stores. They only have two locations in the U.S. - on Fifth Avenue in New York City and on Rodeo Drive in California. They have a handful of other locations scattered throughout the world in London, Paris, Tokyo, Osaka, Kobe, Kyoto, and Dubai. I have no idea how much their rings cost as their website does not list prices: Usually that means that the rings cost a bundle.
They offer a selection of three stone and solitaire diamonds in simple as well as more embellished settings. Their engagement and wedding bands are made of gold, white-gold and platinum
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