Discover The World of De Beers

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May 28, 2026 11:01am EDT

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The De Beers Story

Since 1888, De Beers has safeguarded and enriched the lands from which our diamonds come. The new flagship on Rue de la Paix brings this legacy to life through Building Forever - our commitments to the planet and its people. An immersive collage by artist Constantin Prozorov traces the story of De Beers—from its origins to its conservation efforts and enduring connection to nature.

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Celebrating the source

We are a House with direct access to diamonds at their source – a rare connection that links each client to stone origin in a singular way. Our new flagship houses the wall of Kimberlite, the host rock in which diamonds are discovered. Embellished with micro-diamonds, it's a tactile connection to the Earth's raw beauty.

The Veranda

De Beers opened its first nature reserve in South Africa in 1893, and has supported conservation projects in diamond-producing countries ever since. The Veranda pays homage to the house's deep respect for nature, blending the greenery of southern Africa with the elegance of Paris.

The Bar

Where textured glass is designed to resemble a rough macle diamond. Glimpses of greenery evoke the vast nature reserves that De Beers helps to support and enrich.

The De Beers Iris

Discover the unparalleled beauty of our sustainably sourced diamonds with the De Beers Iris: cutting-edge technology which illuminates every perfectly cut facet. Slowing down what the eye sees in a flash, it demonstrates the detail inside every De Beers diamond.