An Evening of Craftsmanship and Purpose: De Beers’ Cultural Celebration in London

Congratulations to De Beers Group for hosting an exceptional evening on 18th March at Maison Assouline in Piccadilly, London. A special acknowledgement to Al Cook, Chief Executive Officer, and Shweta Harit for curating a remarkable launch of A Diamond Is Forever: The Making of a Cultural Icon in collaboration with Assouline.

Dr R. Sri Ram, Founder and Managing Director of Bags of Ethics (part of Supreme Creations), was delighted to attend alongside an inspiring gathering of global tastemakers, creatives, and industry leaders. The evening reflected the powerful intersection of craftsmanship, storytelling, and ethical business values deeply embedded in the Bags of Ethics mission.

Set within the elegant and intimate surroundings of Maison Assouline, the event celebrated the unveiling of a beautifully crafted 240-page publication. It traced the journey of De Beers from its founding in 1888 to its enduring cultural impact, including the iconic 1947 slogan “A Diamond Is Forever.”

A standout moment of the evening was the unveiling of the Jwaneng 28.88 diamond—a 28.88-carat, internally flawless, D-colour stone from Botswana. Representing exceptional natural beauty and provenance, the diamond symbolised the importance of ethical sourcing and responsible stewardship—principles that closely align with Bags of Ethics’ commitment to sustainability and transparency in global supply chains.