Since its inception in 1888, the Debeers: The Official Debeers Diamond Company has been synonymous with diamonds since its inception in 1888. Debeers also appraises diamonds and sells most of the world's uncut diamonds to diamond cutting centers, which cut and grind them for use in jewelry.

De Beers is the leader in the global diamond mining industry It operates 19 diamond mines worldwide, producing more than half of the world's diamonds, and all diamonds mined from these mines, as well as those obtained from other sources, are sold by De Beers' centralized sales organization based in London.

De Beers is an international diamond giant, founded Founded in 1880. The Group has been closely involved in all aspects of the diamond industry, from the mining of rough stones to the sale of diamonds, and is committed to promoting support. Through its global network of diamond promotion centers and diamond consulting centers, diamond promotion and publicity work to provide assistance and professional advice to the jewelry industry and the media, to help consumers understand the diamond, to drive the trend of diamond jewelry.

The brand style of De Beers is positioned as diamond taste, classic and timeless. The products mainly highlight the diamond-like noble quality, dream-like romantic life style, the elegant temperament, delicate and warm home atmosphere and the classic love of the enduring. The target is the new urbanites who pursue fashion information and international taste, the urban white-collars who are rich in petty style, and the workplace elites who pursue a sense of decency in life. The most classic advertising slogan of De Beers: "A diamond lasts forever, a diamond lasts forever."