The New Debeers.com Proves to be a Real Gem

Last week at their Manhattan flagship location, De Beers Diamond Jewellers celebrated the launch of their new and incredibly in-depth website, Debeers.com.

The event was intimate and insightful, as we toured through each collection, the new website and a viewing of their one-of-a-kind patented technology, the De Beers Marque.

For connoisseurs and first-time buyers alike, De Beers has truly transformed Debeers.com into the ultimate destination for a definitive reference for diamond jewelry.

“The new Debeers.com and the accompanying digital campaign mark an important step for De Beers Diamond Jewellers. It is a truly immersive experience that brings our art of diamond jewellery to light-with beautiful images, bespoke content from diamond jewellery experts and a unique insight into our design creations. We see it as the definitive diamond information resource, expressing our role as the diamond mentor for consumers,” said CEO Francois Delage.

The most fascinating feature from De Beers is the De Beers Marque. This is an engraving on the inside of the diamond impossible to see with the naked eye. Imprinted are the words “De Beers” with an identification number below. Unlike certification techniques used by other jewellers, the Marque can not be tampered with or removed, even by a laser. The impenetrable nature of this technique gives the consumer the ultimate piece of mind knowing their diamond is safely catalogued in the De Beers Diamond Registry. Corresponding to each diamond is the De Beers Passport, documenting the specifications of your diamond and ensuring that every single De Beers Diamond is natural, untreated, conflict-free and responsibly sourced and manufactured.

With rough diamond prices set to rise on increased US demand from a recovering economy, and China and India set to balance out an anticipated drop in Japanese diamond consumption, {Reuters} the new website seems to signal a rethink on e-tail as one way to point out the little differences and keep the US consumer loyal to the brand. Fine jewelry brands have been some of the staunchest holdouts when it comes to e-commerce and online promotion, echoing early sentiments of luxury fashion brands that people won’t buy high value items without an in store experience.

Original design sketches of De Beers jewelry, personal stories and expert opinion are all at your fingertips on the new website, so it will be interesting to see if fine jewelry will follow in the steps of high fashion in dispelling the myth that a luxury shopping experience can’t take place in front of a computer screen. While the most expensive pieces and engagement rings are still behind a “request viewing” barrier, part of the collection is available for purchase if a particular piece of jewelry catches your eye (and you have a spare $5000 or so). Hopefully, as more shoppers turn to De Beers as a destination, even those barriers will come down.