De Beers: Where It Begins

Introducing ‘De Beers: Where It Begins’.
The new campaign follows our new Global Ambassador, Lupita Nyong’o, from the discovery of a rough diamond to its magical transformation into magnificent jewellery.

Wearing our iconic Enchanted Lotus collection, she embodies the power that only a De Beers natural diamond creation holds: turning the ordinary into the extraordinary, a moment into forever and herself into a magnetic woman with limitless potential.

“I’m honored to be the first Global Ambassador for De Beers. This campaign brings to life the transformative power that I feel when I wear De Beers’ diamond creations, and the pride in knowing where they come from and the good they do. Even more importantly, my partnership with De Beers allows me to extend my advocacy for women and girls around the world” says Lupita Nyong’o. 

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