The strength of generations

Intro

Chapter 1

Chapter 2

Chapter 3

Chapter 4

Chapter 5

The strength of generations

Grandmother to granddaughter, father to son - every diamond tells a story. And that story lasts for generations.

The strength of generations

Grandmother to granddaughter, father to son - every diamond tells a story. And that story lasts for generations.

A TALE OF FOREVER

Diamonds are one of the world’s most resilient materials, but their real power lies in the legacies they create.

ONCE FOUND, NEVER FORGOTTEN

Big or small, old or new, owning a diamond is a special thing.

A lasting token of a loved one’s affection. A precious heirloom passed down through family generations. Or simply a gift for yourself.

Whoever and wherever you are, the moment a diamond comes to you is the moment you become a part of its story. And whatever that individual stone means to you, one day it will evoke the same feelings and more for someone else.

It’s the reason we say every diamond has a memory. And what’s truly priceless is knowing it will live on and on.

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Pursuing Perfection

From the cut of their facets to the clarity of their finish, every diamond is on its own journey to brilliance.

NO STONE UNTURNED

A diamond’s path from earth to owner is a long one.

Once found, each stone must undergo a painstaking process of sorting, cutting and polishing to transform it from rough beginnings into the sparkling jewels in rings, necklaces and earrings all over the world.

It’s a process that can be traced back as far as the 1860s with the first known finding of a diamond in South Africa.

And although the technology involved may have moved on rather a lot since then, one thing will never change: when it comes to crafting the perfect diamond, no stone is ever left unturned.

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CAREFUL HANDLING

Unearthing the world’s diamonds is a complex process. Maintaining the highest possible operating standards is non-negotiable.

ONLY THE BEST

From exploration to extraction, polishing to point of sale, our people and our partners adhere to a rigorous set of operating principles that ensure we act responsibly, ethically and lawfully at all times.

These best practice principles help us create a positive legacy in the communities in which we operate whilst minimising the environmental impact of what we do at every stage.

They are also one of the reasons we relocated our sales activities from London, UK, to Gaborone, Botswana, helping drive economic progress in the country and opening up a range of local employment opportunities.

Most of all, they are our way of protecting the reputation and integrity of diamonds themselves.

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BUILDING FOREVER

Diamonds help the world sparkle. Our job is to make sure the communities around us do too.

A COMMUNITY’S BEST FRIEND

Beneficiation is the name we give to helping build a brighter future for the countries that house our operations.

Often, this involves conducting as much diamond processing there as possible in order to support the development of the local industry. Yet it can also involve creating bespoke community investment projects, like our enterprise growth programme Tokafala in Botswana.

It focuses on helping the nation’s micro, small and medium-sized enterprises grow their business through personal mentoring and practical assistance with fundamentals like applying for a loan. Our experts also help link participating companies with the right buyers at the right time.

The programme aims to support up to 900 businesses over a three year period. And just like our diamonds, we expect it to leave a positive legacy that lasts forever.

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STAR QUALITY

Our diamonds are worn all over the world. How they get there comes down to the skill of our people.

MINING FOR MEMORIES

For over a century, we’ve been honing our skills to extract diamonds from some of the most extreme places on the planet.

How we do it varies greatly, depending on the location we’re operating in and the environmental or social needs of the surrounding communities.

Off the coast of Namibia, for instance, we work at water depths of up to 140 metres, carefully exploring the seabed in search of rough diamonds amidst the gravel. Once we find them, advanced retrieval technology helps deliver them to the surface, under the careful guidance of a dedicated environmental team.

It’s the start of each stone’s long journey into the hands of diamond lovers around the world – and the first chapter in a story that will last for generations.

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