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Diamond, it is a precious stone more value than gold and silver. Its first discovery was in the year 1859 in South Africa at Northern Cape. From then, Diamonds became very much famous by the enhancement in the supply as well as the advanced technology which enabled the Diamond cutting, shaping, polishing as well as finishing. Diamonds are the precious gems which are the sources of nature, Diamond can be harmed by diamond itself and a very few other stones. Diamond had become the precious luxury goods; De Beers was the company which could market this luxury goods. De Beers company is on one mission is that to make the diamond dreams into a reality one by marketing them into marketplaces. It is the organization whose objective is very big and always aims at high.

De Beers has two aims, they are to be the top most company of diamond seller in the market and to make the diamonds available in reality for every one by enhancing the partnership in worldwide by recruiting the skilled workforce and to trust the worth of emotions of diamonds. In the organization, it is responsible for only five key values such as to be passion regarding the organization and the product, for getting the strengths together, maintaining the corporate rapport, to show that they care for the distribution and services to the economy as well as accepting the troubles by its capabilities and structuring the future accordingly. It maintains three policies like, vision, worth and purpose. They maintain high level standard and take the responsibilities for all the long run results. It makes the great standard of living to the domestic country by their goods. It is trying to eliminate the global troublesome diamonds and the shareholders are being informed on time about the performances of the company.