De Beers was founded by British businessman Cecil Rhodes in 1888. It is a multinational enterprise engaged in the exploration, mining, trading and processing of diamond mines. The “4C” standard for diamond grading was proposed in 1939, and the advertising slogan “A Diamond is Forever” was launched in 1947, making diamonds a symbol of eternal commitment. In 2001, De Beers cooperated with the LVMH Group to establish the De Beers Diamond Jewellers jewelry brand.