De Beers Diamond Jewellers’ new website on debeers.com, provides a seamless experience across desktop, tablet and mobile devices, for the greater convenience of visitors who wish to browse, seek information or want to shop for diamond jewellery.

"The new debeers.com is an important development for our brand,” said Francois Delage, the CEO of De Beers Diamond Jewellers. “We wanted to create an experience that was inspiring and immersive as well being consistent with our unique DNA. With diamond mastery spanning 125 years, our new site offers users an insight into our wondrous world of diamond jewellery and advice from our experts at the De Beers Institute of Diamonds."

In the U.S., clients can purchase collection jewellery and wedding bands directly from debeers.com. The site prominently features many pieces from the newly launched De Beers Aria Collection, positioned as a perfect holiday gift.

"The De Beers Difference", a new addition to the website, the company says, allows people to discover the mystique of diamonds and the unique jewellery creation process at De Beers, including sections on "Our Diamonds", "Artistry", "Peace of Mind" and "Our Story".

"Our Diamonds" explains how De Beers individually selects each diamond for its beauty – for the fire, the life and the brilliance; and introduces Iris -- an in-store diamond demonstrator – that showcases the beauty of De Beers hand-selected diamonds.

Also included on debeers.com is the stunning photography by Mary McCartney for the De Beers "Moments in Light" programme celebrating talented women.

Aiming to be user-friendly and to involve customers, the site offers browsers the possibility of creating their "Wish List" and sharing it with friends and family. They can also make an appointment in a De Beers store to meet with an expert brand ambassador who will have any selections ready for viewing.