16 MARCH 2018


The De Beers Group of Companies, through its retail brand Forevermark will showcase selected pieces from its diamond jewellery collection at the African Fashion International (AFI) taking place in Cape Town commencing March 21st, 2018.

AFI which has built Africa’s premier luxury fashion show, that celebrates the creativity and craftsmanship of the continent, is the befitting platform to position the rarity and exquisiteness of Forevermark diamond jewellery.

The De Beers Group of Companies through its South African Sightholder Sales arm will also showcase the value of beneficiation through the De Beers Young Jewellery Designer Initiative – the Shining Light Awards.

Peter Moeti Senior Vice President De Beers Global Sightholder Sales, South Africa (DBGSSSA) states “Diamonds like fashion are an emotional product. Consumer desire is the only source of value for our product.  They are, in essence the embodiment of a dream. It is fundamental that the consumer remains confident in the product, how it is sourced, on its integrity within the supply chain. Forevermark diamonds embody all these elements as they are produced responsibly and disclosed correctly as a 100% natural diamond. Proof that indeed real is rare”.

The De Beers Group of Companies continues to contribute towards beneficiation through skills development of the youth and opening opportunities into the value chain within the diamond sector. In implementing sustainable beneficiation, De Beers has aligned its strategy to each government-partner’s priority of sustainable growth and employment in the downstream diamond industries in South Africa, Namibia and Botswana.

“As the De Beers Group our beneficiation approach aims to encourage broader downstream diamond activity across diverse industries through our Young Jewellery Design Initiative – Shining Light Awards to enhance jewellery design, entrepreneurship, skills development and retail. We aspire to catalyse critical mass for innovation and impact across South Africa and the region. We are extremely excited to collaborate with AFI as this will present new opportunities for South Africa, Botswana and Namibia, in the area of jewellery design,” highlighted Pat Dambe Vice President Corporate Affairs, De Beers Global Sightholder Sales, Botswana.

Through its global footprint, De Beers has brought international experience and partners across the diamond pipeline to benefit stakeholders and industries across the diamond value chain.

For more information on Forevermark and De Beers’ beneficiation results and the Shining Light Awards, see,, and

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Abel Madonsela
Corporate Affairs Manager

+ (0)27 11 374 6854 and

+27 (0)83 554 8777


About De Beers Group

De Beers Group is a member of the Anglo American plc group. Established in 1888, De Beers Group is the world’s leading diamond company with expertise in the exploration, mining and marketing of diamonds. Together with its joint venture partners, De Beers Group employs more than 20,000 people across the diamond pipeline and is the world’s largest diamond producer by value, with mining operations in Botswana, Canada, Namibia and South Africa. As part of the company’s operating philosophy, the people of De Beers Group are committed to ‘Building Forever’ by making a lasting contribution to the communities in which they live and work, and transforming natural resources into shared national wealth. For further information about De Beers Group, visit