De Beers



401 North Rodeo Drive

Beverly Hills, CA 90210

(310) 228-1900


Monday to Saturday 10-6

Sunday 12-5




Email Address


"There are no measurements to describe how to find your perfect diamond.


However important the 4 C`s are - beauty is the only arbiter. All diamonds should show Fire, Life, and Brilliance. Fire is the beautiful rainbow effect that is produced by the dispersion of light, Life is the scintillation and sparkle when you move the stone in front of your eyes, and Brilliance is the brightness of the diamond due to reflected white light when the diamond is still . Ultimately though, it is the diamond that chooses you."

-- Andrew Coxon
President of the De Beers Institute of Diamonds