De Beers Group is an international corporation that specialises in diamond exploration, diamond mining, diamond retail, diamond trading and industrial diamond manufacturing sectors. The company is currently active in open-pit, large-scale alluvial, coastal and deep sea mining. It operates in 35 countries and mining takes place in Botswana, Namibia, South Africa, Canada and Australia. De Beers was founded in 1888 by Cecil Rhodes. It’s headquarter was established in London and United Kingdom.
From its inception in 1888 until the start of the 21st century, De Beers controlled 80% to 85% of rough diamond distribution and was accused of being a monopoly. Competition has since dismantled the complete monopoly, though the De Beers Group still sells approximately 35% of the world’s rough diamond production through its global sightholder and auction sales businesses.
The name ‘De Beers’ was derived from the two Dutch settlers, brothers Diederik Arnoldus De Beer and Johannes Nicolaas De Beer, who owned a South African farm named Vooruitzicht (Dutch for “prospect” or “outlook”) near Zandfontein in the Boshof District of Orange Free State. After they discovered diamonds on their land, the increasing demands of the British government forced them to sell their farm on July 31, 1871, to merchant Alfred Johnson Ebden (1820–1908) for £6,600. Vooruitzicht would become the site of the Big Hole and the De Beers mine, two successful diamond mines. Their name, which was given to one of the mines, subsequently became associated with the company.
De Beers successfully advertised diamonds to manipulate consumer demand. One of the most effective marketing strategies has been the marketing of diamonds as a symbol of love and commitment. A copywriter working for N. W. Ayer & Son, Frances Gerety (1916–1999), coined the famous advertising slogan, ‘A Diamond is Forever’, in 1947. In 2000, Advertising Age magazine named ‘A Diamond is Forever’ the best advertising slogan of the 20th century.
Other successful campaigns include the ‘eternity ring’ (meant as a symbol of continuing affection and appreciation), the ‘trilogy ring’ (meant to represent the past, present, and future of a relationship) and the ‘right hand ring’ (meant to be bought and worn by women as a symbol of independence).
De Beers ran television advertisements featuring silhouettes of people wearing diamonds, set to the music of ‘Palladio’ by Karl Jenkins. The campaign, titled “Shadows and Lights” first ran in the spring of 1993. The song would later inspire a compilation album, ‘Diamond Music,’ released in 1996, which features the ‘Palladio’ suite. A 2010 commercial for Verizon Wireless parodied the De Beers spots.
De Beers Diamond
DeBeers- Ek Heera Aapke Here Ke Liye
DeeBeers Diamonds- The Dream Comes True
De Beers Diamond- Forevermark
A Diamond is Forever
De Beers Commercial