De Beers’ latest « Where It Begins' » campaign stars Maison ambassador Lupita Nyong’o who wears De Beers jewelry dedicated to one of the most special and intimate days in a couple’s life: wedding and engagement. The campaign highlights the unparalleled quality, beauty and positive impact of each De Beers diamond.

The photos, taken by acclaimed Australian photographer and filmmaker Lachlan Bailey, capture the Oscar-winning actress as she immerses herself in an extraordinary journey to discover a natural diamond. The journey ends with the rough treasure being transformed into a stunning engagement ring.

What characterizes and distinguishes De Beers rings and diamonds is the desire to create a unique symbol that can express eternal love. The Maison selects old-fashioned diamonds through expert craftsmanship. Master jewelers select diamonds of the highest quality, and each stone is individually chosen by the naked eye for its inherent beauty. This is the De Beers difference.

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