Protecting Nature's Treasures

Miracles of Nature

Forevermark diamonds are natural products, created over the course of at least a billion years by natural processes. Our passion for diamonds is matched by our deep sense of connection with the natural world, which we are dedicated to protecting for future generations.

Forevermark is committed to the protection of wild habitats, the species they support, and the wider ecosystems of which they are a crucial part. Everyone at Forevermark, as well as the expert craftsmen who cut, polish and manufacture Forevermark diamonds and jewellery, adheres to high standards of environmental management. Forevermark also helps to fund vital projects that protect and nurture the beauty and diversity of the natural world.


Respect and love for nature are deeply embedded in the heart of Forevermark, as it is in that of The De Beers Group of Companies, which has been active in rhino conservation since the 1970s (including conservation, breeding and numerous relocation programs). One animal under severe threat is the White Rhino. Currently, The De Beers Group is investing in projects in southern Africa to conserve and grow the White Rhino population, prior to individual animals being released back into the wild.

In total, 180,000 hectares of land around The De Beers Group's mines are set aside for conservation, and is home to several indigenous and endangered species. In Botswana, Jwaneng mine operates a 15,6690 hectare Game Park, which is home to more than 1,700 animals and hosts a field unit for Cheetah Conservation. In addition, for every hectare of land used for mining by The De Beers Group, six hectares are dedicated to the conservation of nature, building thriving ecosystems with healthy populations of native wild animals and plants.

In Focus: Protecting the Natural World on The Diamond Route

Discover the Diamond Route, a series of conservation sites.

The Diamond Route

The De Beers Group of Companies 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 of Companies 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 of Companies traditional areas of operation. Here, as elsewhere, The De Beers Group of Companies requires that legally designated protected areas and key biodiversity sites be respected, and that there be no mining in World Heritage Core Areas.

Click here to take a virtual tour of The Diamond Route. 

Collaborating For Nature

In 2013, De Beers 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.

Of all of the gifts of nature, water is the most precious and essential to maintaining life on Earth. The De Beers Group of Companies is a co-signatory of the UN Global Compact CEO Water Mandate (2009). In its efforts to help conserve a vital, shared resource, The De Beers Group of Companies also collaborates on local projects, such as World Wildlife Foundation South Africa's wetland restoration project in the Sand River basin, Limpopo.

Discovering the Source with Waris Ahluwalia

Before embarking on a project to create jewellery showcasing Forevermark diamonds, designer Waris Ahluwalia wanted to go to the source to see where they come from. View our video of Waris as he follows the amazing journey of a Forevermark diamond.

The Mark of Integrity

At the heart of every Forevermark diamond lies an enduring commitment to integrity. We ensure that each Forevermark diamond is natural, untreated and conflict free.

For Women. Forever.

We believe that thriving, sustainable economies not only benefit from, but require the full and equal participation of women; and that it is every woman’s right to make such a contribution. Forevermark, as part of The De Beers Group of Companies, supports women entrepreneurs and their businesses and contributes to the provision of good quality healthcare and education.