vetrina — August 18, 2016 at 7:00 am

De Beers, nostalgia of London

De Beers left London, but is launching a dedicated collection to London.
In the Divine Comedy, Dante’s poem composed in the early 1300s, it is described the contrappasso, a kind of law of retaliation. In his visit to Hell, for example, Dante describes the damned who have to suffer the opposite of their guilt or something similar: it is, precisely, the law of retaliation. For example, the lustful, who in life have given themselves to sex tempest, when they are at Hell are overwhelmed by a storm. The retaliation was a concept accepted in medieval culture. But it could also have been adopted by the giant De Beers, the world’s largest diamond company. De Beers, in fact, who years ago was bought by Anglo American group, has decided to leave its historic headquarters in the UK, in London, after almost a century. The decision to leave the 17 Charterhouse Street, offices from which De Beers once controlled the flow of diamonds in the world, was communicated about 300 employees and managers. The move closes an era that began in 1889, when Cecil Rhodes, the first president of the company, has started sending diamonds from South Africa for a group of ten Londoners traders. What has this to do with Dante and the contrappasso? It’s simple: as he left his office in the British capital, the company launched a collection called London by De Beers. Strange, is not it? In any case, the collection features a series of jewels make (of course) by diamonds, which are named after five famous places in the city: Albert Bridge, Battersea Light, Elizabeth Tower, London Eye, the Thames path. Maybe it’s a contrappasso, but with many carats. Giulia Netrese

Orecchini London View
Orecchini London View

Collana London View
Collana London View
Collana Elizabeth Tower
Collana Elizabeth Tower
Anello Elizabeth Tower
Anello Elizabeth Tower
Orecchini Battersea Light
Orecchini Battersea Light
Orecchini Albert Bridge
Orecchini Albert Bridge
Bracciale Albert Bridge
Bracciale Albert Bridge
Anello London View
Anello London View
Anello Light Battersea
Anello Light Battersea

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