The updated site features behind-the-scenes content and a bridal section providing advice for men seeking the perfect diamond for their future fiancees. Users can now book appointments at any De Beers store nationwide and a culture page is home to the latest news and updates, including photos of celebrities and editorial credits. A social media functionality also allow fans to "like" any product on the site, which gets directly linked to their Facebook profile.
"The new DeBeers.com and the accompanying digital campaign mark an important step in our journey to firmly establish ourselves as the quintessential diamond jewelry brand. Over the past few years, De Beers has evolved significantly in becoming more in touch with the modern woman," said Francois Delage, ceo of De Beers Diamond Jewellers.