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The concept of a diamond eternity ring was created in the 1960s by diamond merchant De Beers. [5] [6] American investigative journalist Edward Jay Epstein stated that at the time the company had a secret agreement with the Soviet Union which, in return for the creation of a "single channel" controlling the world's supply of diamonds, required the purchase of 90–95% of the uncut gem diamonds ...
De Beers Diamond Jewellers (DBDJ) was established in 2001 as a 50:50 joint venture between The De Beers Group of Companies and LVMH, the French luxury goods company. [81] The first De Beers boutique opened in 2002 on London's Old Bond Street as the brand's flagship store. Since then, stores have opened in various cities around the world.
The trend in diamonds, of course, was the bigger the better, especially in engagement rings. So De Beers, with the help of a good advertising team, created the eternity ring and voiced that small ...
The Heart of Eternity is a diamond measuring 27.64 carats (5.528 g), rated in color as "Fancy Vivid Blue" by the Gemological Institute of America. The Heart of Eternity was cut by the Steinmetz Group, who owned the diamond before selling it to the De Beers Group. The Heart of Eternity is a member of an exceedingly rare class of coloured diamonds.
Ultimately, the De Beers campaign sought to persuade the consumer that an engagement ring is indispensable, and that a diamond is the only acceptable stone for an engagement ring. [33] The sales of diamonds in the United States rose from $23 million to $2.1 billion between 1939 and 1979.
The Millennium Star is a diamond owned by De Beers. At 203.04 carats (40.608 g), it is the world's second-largest known top-color (grade D, i.e., colorless), internally and externally flawless, pear-shaped diamond. The diamond was discovered in the Mbuji-Mayi district of Zaire in 1990 in alluvial deposits; uncut, it was 777 carats (155.4 g). De ...
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