“Star
of Hope: The engagement diamond on her finger is bright as a tear - but
not with sadness. Like her eyes it holds a promise - of cool dawns
together, of life grown rich and full and tranquil. It’s lovely assurance
shines through all the hours of waiting, to kindle with joy and precious
meaning at the beginning of their new life to be.”
An 83,5 carat diamond was found many years ago in 1888 in Colesburg Kopje, South Africa. It was exactly back then when De Beers Consolidated Mines was formed by Cecil Rhodes, who was financed by such families as Rothschild’s. The name derived from the De Beers brothers, Diederik Arnoldus and Johannes Nicolaas de Beers, Boers whose farm had become the site of a particularly lucrative mine, although they had no involvement with the company that came to bear their name. And in 1927 Ernest Oppenheimer, a German immigrant to Britain who had earlier founded a huge American mining company took over De Beers.
And finally In 2001 De Beers Diamond Jewelers brand was founded and the most elegant and beautiful designs became available for ladies who were anxious to get at least one piece. In 2002 De Beers Diamond Jewelers opened their first store in the most traditional and conservative city in the world - London. And every self-respecting woman, who was getting married desired to wear on the fourth finger on the left hand amazingly beautiful and radiating wedding band from De Beers of the best quality and the purest color.
"Jewelers now tell us "a girl is not engaged unless she has a diamond engagement ring"." reported by N.W Ayer & Son Inc.
In 1947, a young copywriter working for N. W.
Ayer & Son, Frances Gerety created for De Beers the most durable
advertising slogan in history: "A
Diamond is Forever".
The phrase "A Diamond is Forever" is more than just a catchy marketing slogan. Its because diamonds quiet literally are, forever because of their unique qualities. And until nowadays this logo hits the whole world.
London.
One sunny afternoon a lovely couple was walking around Mayfair when they came across a huge store, located on the corner of Old Bond Street and Piccadilly, it was that famous De Beers Diamond Jewelers and its windows that made them stop. Dina Asadova, a charming woman with a beautiful smile and noble look took her husband's hand and entered the store. He followed her. And That was it. She decided to bring De Beers into her hometown Baku, Azerbaijan and share these incredibly pure and flawless pieces with her most beloved nation. Her husband, a very well known businessman, a person with a strong character and a great heart, always supported his wife and didn't make an exception this time.
The store was openend in 2013 in the best
city location with the most astonishing view to the famous Boulevard in Neftchilar Avenue 47.
Later on Dina together with her son Nasib a very successful Moscow businessman and the rest of the family decided to extend their business, planning to open more stores in other cities, such as Kiev, Geneva, Istanbul, Moscow, etc.
Meanwhile.
Meanwhile in London, a very young lady Rubina Asadova with an exceptional beauty and desire to become a diamond expert was studying hard in GIA (Gemological Institute of America). She learnt a lot of things, about color, carat, clarity, and cutting and other characteristics of these precious stones. She knows how to choose a fine stone, that customer will always be proud of, no matter of its size.
Back in time Rubina graduated from the Russian Plekhanov Academy of Economics, studying Accounting and Audit and later on moved to London to study diamonds. Besides GIA, she took a great amount of courses in London Jewellery School and Holts Academy, studying Jewellery designs, Diamond History and Fine Jewellery Business.
After graduating in London, Rubina was accepted as an intern in De Beers, working in the Old Bond street store as a sale assistant and brand ambassador, as well as training in the head office itself.
A year later Rubina moved back to her hometown Baku, where she was appointed as a store director in De Beers Baku.
A very gentle and fragile girl became a strict and powerful business lady. Rubina amazed everyone with her talent and exceptional ability in handling that business. She is skillfully managing the store, gathered around her a very nice team, as well as still working with the London Head Office, where she is considered to be a big professional. A great amount of offers to provide trainings and master classes in the upcoming De Beers stores around the world only proves this. De Beers Baku considers to be the most successful store of all De Beers franchise stores so far and Rubina remains to be the only expert in diamond in her country to provide professional expertise and certify diamonds.
Even her name Rubina sounds exactly like a very beautiful blood-red colored gemstone Ruby and this might also bear some kind of sign...
- Ms. Gerety
De Beers is known around the world for creating
the finest diamond engagement rings, wedding rings and other
elegant diamond jewellery you'll treasure.
An 83,5 carat diamond was found many years ago in 1888 in Colesburg Kopje, South Africa. It was exactly back then when De Beers Consolidated Mines was formed by Cecil Rhodes, who was financed by such families as Rothschild’s. The name derived from the De Beers brothers, Diederik Arnoldus and Johannes Nicolaas de Beers, Boers whose farm had become the site of a particularly lucrative mine, although they had no involvement with the company that came to bear their name. And in 1927 Ernest Oppenheimer, a German immigrant to Britain who had earlier founded a huge American mining company took over De Beers.
De Beers Family.
And finally In 2001 De Beers Diamond Jewelers brand was founded and the most elegant and beautiful designs became available for ladies who were anxious to get at least one piece. In 2002 De Beers Diamond Jewelers opened their first store in the most traditional and conservative city in the world - London. And every self-respecting woman, who was getting married desired to wear on the fourth finger on the left hand amazingly beautiful and radiating wedding band from De Beers of the best quality and the purest color.
"Jewelers now tell us "a girl is not engaged unless she has a diamond engagement ring"." reported by N.W Ayer & Son Inc.
The phrase "A Diamond is Forever" is more than just a catchy marketing slogan. Its because diamonds quiet literally are, forever because of their unique qualities. And until nowadays this logo hits the whole world.
Frances Gerety
Almost as the phrase Diamonds are the Girl's Best Friend, which was
popularized by Merlin Monroe, when she performed this song in 1953. I think it
was then when diamonds gained an all time high in popularity,
becoming a symbol of status, a great type of investment, actually considering being
forever. 
London.
One sunny afternoon a lovely couple was walking around Mayfair when they came across a huge store, located on the corner of Old Bond Street and Piccadilly, it was that famous De Beers Diamond Jewelers and its windows that made them stop. Dina Asadova, a charming woman with a beautiful smile and noble look took her husband's hand and entered the store. He followed her. And That was it. She decided to bring De Beers into her hometown Baku, Azerbaijan and share these incredibly pure and flawless pieces with her most beloved nation. Her husband, a very well known businessman, a person with a strong character and a great heart, always supported his wife and didn't make an exception this time.
Nizami Piriyev and his spouse Dina Asadova.
Later on Dina together with her son Nasib a very successful Moscow businessman and the rest of the family decided to extend their business, planning to open more stores in other cities, such as Kiev, Geneva, Istanbul, Moscow, etc.
Piriyev's Family.
Nasib Piriyev
Meanwhile.
Meanwhile in London, a very young lady Rubina Asadova with an exceptional beauty and desire to become a diamond expert was studying hard in GIA (Gemological Institute of America). She learnt a lot of things, about color, carat, clarity, and cutting and other characteristics of these precious stones. She knows how to choose a fine stone, that customer will always be proud of, no matter of its size.
Back in time Rubina graduated from the Russian Plekhanov Academy of Economics, studying Accounting and Audit and later on moved to London to study diamonds. Besides GIA, she took a great amount of courses in London Jewellery School and Holts Academy, studying Jewellery designs, Diamond History and Fine Jewellery Business.
After graduating in London, Rubina was accepted as an intern in De Beers, working in the Old Bond street store as a sale assistant and brand ambassador, as well as training in the head office itself.
A year later Rubina moved back to her hometown Baku, where she was appointed as a store director in De Beers Baku.
A very gentle and fragile girl became a strict and powerful business lady. Rubina amazed everyone with her talent and exceptional ability in handling that business. She is skillfully managing the store, gathered around her a very nice team, as well as still working with the London Head Office, where she is considered to be a big professional. A great amount of offers to provide trainings and master classes in the upcoming De Beers stores around the world only proves this. De Beers Baku considers to be the most successful store of all De Beers franchise stores so far and Rubina remains to be the only expert in diamond in her country to provide professional expertise and certify diamonds.
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