De Beers seen as a multiple brand company

The De Beers Group of Companies specializes in many facets of the diamond industry, from diamond exploration and mining, industrial diamond manufacturing, retail operations and diamond trading The best thing to come out of the trip, was the slogan, "A diamond is forever." This changed the entire diamond business, as well as catapulted De Beers to the top of the diamond chain De Beers sells approximately 35% of the worlds rough diamond production, and in 2001, they decided to take things to the retail world.

The De Beers Group of Companies partnered up with LVMH, the most acclaimed French group in luxury goods, in order to establish De Beers Diamond Jewellery In doing-so, De Beers became a legitimate and glamour brand offering diamond jewelry collections with a big portion dedicated to bridal and engagement rings In terms of extraordinary diamonds, one of the first stones De Beers Diamond Jewellery purchased is the Millennium Star.

They have since grown to over 30 stores worldwide, and in 2017, De Beers Group took over full ownership of De Beers Diamond Jewellery. . Source