DE BEERS

De Beers: translation

   In 1888, Cecil Rhodes incorporated his company, De Beers Consolidated Mines, which became the largest, most successful diamond company in the world. De Beers's memorable ad campaign, A Diamond Is Forever, secured its place as one of the top luxury brands. In 2004, De Beers pleaded guilty and paid a $10 million fine to settle charges of anticompetitive behavior and price-fixing, which had prevented it from selling its collection in the United States for the previous 10 years. De Beers formed a joint venture with Moët Hennessey Louis Vuitton (LVMH) and launched its first store in New York City the same year.