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Diamonds – formation
Diamonds are formed from pure carbon several hundred kilometres inside the earth's interior at a pressure of approx. 50,000 ATU and temperatures in excess of 1,000 degrees Celsius.
Humans are not able to penetrate to these depths and diamonds are therefore primarily found in locations where volcanic eruptions have taken place, in volcanic rock known as kimberlite. Due to tectonics and erosion of the earth's surface, these deposits may be swept away or displaced. These types of deposit are referred to as secondary diamond deposits.

Each diamond has its own unique characteristics that stay with it forever. Each has its own particular size, colour and clarity, making it a complete one-off. By choosing the ideal shape, the diamond cutter can bring out the individual personality of each precious stone.

Diamonds – a passion from deep within the earth… a symbol of love!
People have been fascinated by the diamond (Greek: adamas - the impregnable) since ancient times. The legend surrounding this rare precious stone which combines the four elements of fire, water, air and earth continues to this day, and the diamond is still considered a symbol of love.

Diamonds for a better world
Diamonds are not only the stuff of dreams associated with a glittering, luxury lifestyle. The South African De Beers Group works to ensure that people in the producing countries also benefit from the extraction and processing of these rare gems.

Diamonds – buying with a clear conscience
Rare, brilliant and beautiful, diamonds have been regarded for thousands of years as a symbol of love and devotion, but also of pride, wealth and power. The shiny image of the king of gemstones has been somewhat tarnished in recent times by discussions about conflict diamonds. However, it is now once again possible to buy these sparking jewels with a clear conscience.

The 5 Cs – the 5 most important quality criteria when buying diamonds

1. C – Carat:
The weight or size of a diamond is measured in carats. One carat is equal to 0.2 grammes (200 mg). Each carat is divided into 100 points. The established weight is given to two decimal places on the international certificates issued by leading authorities such as GIA, HRD, IGI, DPL and EGL.

2. C - Colour:
The majority of diamonds range in colour from colourless to yellow. To determine their colour, diamonds are compared with an internationally recognised series of diamonds whose colour classifications range from D (highly fine white, i.e. colourless) to Z (yellowy). Colourless diamonds classified D-H are particularly valuable. However, diamonds also come in a number of different hues, e.g. yellow, orange, pink, red, brown, green, blue, grey and many other rare shades in-between. As long as they are natural, these colours are called 'Natural Fancy Colours'. If the colours are particularly intense, they are referred to as 'Fancy Vivid' or 'Fancy Intense'.

3. C - Clarity:
In order to determine the clarity of a diamond, the number and type of inclusions as well as their size and position have to be checked. This is carried out by experienced diamond appraisers or by gem specialists in the laboratory. A diamond is considered internally flawless if internal blemishes or inclusions can be detected under 10x magnification.

4. C - Cut:
The classic brilliant cut is particularly well-known, but there are also a number of other cuts or 'Fancy Shapes' such as oval, pear, heart, marquise, cushion, princess, emerald, baguette, and many more besides. Whichever shape is chosen, the quality of the cut is crucial as it affects the value of the diamond.

5. C - Certificate:
There is now a fifth, very important criterion: the certificate. This provides an objective assessment of the characteristics or quality of the diamond based on measurable physical values.

6. C – Company:
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