Style Edit: De Beers’ diamond campaign Unveiling the Extraordinary tells the story of finding, cutting and setting the precious stones that go into its glittering jewellery

May 13 , 2024

De Beers’ latest campaign, Unveiling the Extraordinary, tells the story of finding, cutting and setting the precious stones to turn them into finished pieces of jewellery. Photo: Handout

The story is told in 6 chapters – the first, Miracles of Nature, describes the natural heritage of the company’s 4 diamond-producing countries: Botswana, Canada, Namibia and South Africa

Celine Assimon, CEO of De Beers talks of the journey from ‘the moment a rough diamond is unearthed, to the moment a future heirloom is unwrapped’

Beyond beautiful, diamonds are truly extraordinary time capsules that come to life in the hands of seasoned artisans who polish and cut them to make them radiate with a fierce sparkle.

But what transforms these baubles into works of art is being made into jewellery, so they can show their brilliance to all.

De Beers Aura cushion-cut yellow diamond earrings, DB Classic ring and Aura cushion-cut yellow diamond bracelet

Celebrating its unique connection to diamonds, De Beers launches the Unveiling the Extraordinary campaign.

With its singular access to quality diamonds, De Beers can bring life to intricate jewellery designs like no other. Tapping into everything from white cut diamonds to the raw beauty of uncut coloured rough stones, the house has an unparalleled archive of designs.

Celine Assimon, CEO of De Beers, shares how this access to gems that the house has cultivated since 1888 allows it to create enchanting designs. “As the leader in diamond jewellery, we are in the unique and privileged position to guide the entire journey of our jewellery, from the moment a rough diamond is unearthed, to the moment a future heirloom is unwrapped.”

De Beers Classic ring from the Natural Works of Art collection, with a 11.65-carat fancy intense yellow cushion-cut diamond

Unveiling the Extraordinary explores De Beers’ journey in six chapters, showing how the maison has drawn inspiration from its favourite muse, the diamond.

The journey begins with Miracles of Nature chapter, a conversation about nature and De Beers’ role, while honouring the efforts at sustainability in its four diamond-producing countries: Botswana, Canada, Namibia and South Africa.