So enamoured with their London flagship home, De Beers has even named one of their famous engagements rings after Old Bond Street. With the nickname “The Jeweller of Light”, De Beers shines brightly at the street’s Picadilly entrance.
The historic brand has resided there since 2002, adding to the strong roster of jewellers on the luxury retail stretch. Though the 5,500-square-feet store seems relatively new for what was their first ever store, the company’s experience in the mining, examining and marketing of diamonds goes back over 125 years.
In 1939, they came up with the world’s first classification system for diamonds, ‘the 4Cs’, which is still used by experts today. The 4Cs stands for carat, cut, clarity and colour. De Beers is also credited with one of the most infamous advertising slogans of all time, “A Diamond is Forever”, in 1947, which revolutionised the engagement ring market and made diamonds the jewel of choice. To this day, their rings for brides-to-be are some of the most dreamed about.
For those looking for something completely unique, the ‘For You, Forever’ service available in store offers couples the chance to sit down with a De Beers Ambassador and create a design, diamond, and setting combination that will light up your hand, and your face. Going through original drawings and the inspiration behind each style with you, it’s as much about the experience of it as the ring you’ll make. Taking luxury into the 21 century, they have also developed the ‘For You, Forever’ iPad tool to be used in store which helps you easily compare different ring styles and diamonds at your convenience.
The Old Bond Street Solitaire Ring is an homage to their original home and the design was inspired by De Beers’ very first diamond solitaire for a classic style that’s as much about long-lasting craftsmanship as it is about long-lasting love.