De Beers, an international diamond corporation, acquired a 50% stake in De Beers Diamond Jewellers, one of the world’s leading diamond jewellery retailers, from LVMH for $31m. De Beers Diamond Jewellers was formed as a joint venture between the De Beers Group and LVMH Moet Hennessy Louis Vuitton in 2001. Bruce Cleaver, CEO, De Beers Group, said: "With its strong brand awareness, consummate diamond expertise and a commitment to responsibility, De Beers Diamond Jewellers is a trusted and industry-leading diamond jeweller. More fully integrating the De Beers Diamond Jewellers brand and store network will enable us to deliver an even more differentiated diamond offering, alongside our fast-growing diamond brand, Forevermark.”