Diamond News
![De Beers aims to rebrand as top jewellery group](https://www.mining.com/wp-content/uploads/2024/06/a-diamond-is-forever-ad.jpeg)
De Beers aims to rebrand as top jewellery group
MiningComDe Beers aims to become a leading luxury jewellery retailer following severe diamond market conditions and an unsuccessful attempt by BHP to acquire Anglo American, its parent company.