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Protecting Nature’s Beauty | Forevermark

Protecting the Natural World

A Forevermark diamond is a lifelong reflection of the beauty, perfection and infinite variety of nature. As part of the De Beers Group, we support the numerous initiatives run by the De Beers Group which honour this deep connection between diamonds and the earth. 

We are especially proud of our protection of the landscapes and ecosystems throughout the diamond-producing regions of Southern Africa and Canada. For every hectare of land used for mining by the De Beers Group, five hectares are dedicated to the conservation of nature. The De Beers Group has set aside over 164,000 hectares of land around its mines for this purpose. This includes a 16,996 hectare game park in Botswana, which is home to more than 1,700 animals and a field unit for Cheetah Conservation. This land is also home to several indigenous and endangered species, including the white rhino, which is in particular danger of extinction. The De Beers Group invests in projects in Botswana that conserve and grow the white rhino population, before individual animals are released back into the wild.

These decisions are just one aspect of our deep commitment to making positive and lasting contributions to the natural world. Each day, for example, The De Beers Group strives to improve its use of resources; in 2016, the group saved 0.3 billion litres of water, equivalent to 120 Olympic sized swimming pools. We are also steadily making our electricity use more efficient, saving 0.8 million gigajoules of energy since 2014, equivalent to the individual energy consumption of 7,200 people.

There are so many similarities between diamonds and nature, as each diamond has its unique characteristics, most animals are unique. Each zebra has its own pattern of stripes and the same for the spots of a leopard.
Piet Oosthuizen, Senior Manager Ecology and De Beers Properties

The Diamond Route

The De Beers Group has long been dedicated to wildlife conservation in the world’s third most biologically diverse country, South Africa. It is here that The De Beers Group has its oldest roots and where it owns and co-funds The Diamond Route, a series of seven beautiful, protected destinations around The De Beers Group's traditional areas of operation. Here, as elsewhere, the De Beers Group requires that legally designated protected areas and key biodiversity sites be respected, and that there be no mining in World Heritage Core Areas.

Working with others

The De Beers Group is a proud co-signatory of the UN Global Compact CEO Water Mandate (2009).

Furthermore, we are proud to work together with fellow businesses to protect our environment. In 2013, De Beers in South Africa co-founded the National Biodiversity and Business Network (NBBN) and the Endangered Wildlife Trust to help and encourage other businesses to protect local wildlife and their habitats. The De Beers Group also collaborates on local projects, such as WWF South Africa's wetland restoration project in the Sand River basin, Limpopo.

In support of World Rhino Day, Forevermark has collaborated with Taiwanese artist and curator Shih Li-Jen. Shih Li-Jen discusses with Forevermark how the rhino has inspired his work.


Forevermark understands the important role that women play in thriving economies and believe that their full and equal participation is both a right and an economic necessity. Discover how Forevermark supports women and their families in diamond producing countries by providing access to education, healthcare, professional training and enterprise development programmes.


Forevermark diamonds only come from carefully selected mines that are committed to high business, social and environmental standards.


Sourcing Forevermark diamonds responsibly means that throughout their journey from rough to polished diamonds, particular care has been taken to ensure responsible business practices, support for the advancement of women and protection of the natural world, which is the ultimate source of our diamonds.


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