De Beers is active in every category of industrial diamond mining: Open-pit, underground, large-scale alluvial, coastal and deep sea mining takes place in Botswana, Namibia, South Africa and Canada.
Diamonds aren't nearly as rare as most people think and they’ve been stockpiled by De Beers for decades.
Over the last century, De Beers has been highly successful in increasing consumer demand for diamonds. One of the most effective marketing strategies has been the marketing of diamonds as a symbol of love and commitment.
Nothing says “I Love You” like buying a rock from one of the biggest monopolies in the World!
