De Beers's Slogans & Taglines

De Beers Group is a premier international diamond conglomerate that commands monumental market equity as the world's most historic and comprehensive authority in the luxury diamond value chain. Founded in 1888 by Cecil Rhodes in South Africa, the company permanently shaped global luxury marketing with its iconic 1947 slogan, "A Diamond is Forever." Headquartered in London and Johannesburg, the multi-billion-dollar enterprise is currently owned 85% by Anglo American plc and 15% by the Government of Botswana, with Anglo American actively progressing a formal divestment and corporate separation process through 2026. Led by CEO Al Cook, De Beers drives massive global revenue across exploration, mining, rough diamond trading via its legendary "Sights," retail jewelry networks, and industrial manufacturing through its Element Six subsidiary. Utilizing prominent public-private joint ventures like Debswana, De Beers mass-distributes premium rough and polished diamonds to major international cutting centers and high-end consumer retail markets worldwide.