To be precise, De Beers started in Kimberly, South Africa. Its predecessor was De Beers United Mining Co., Ltd., which was established in Kimberly, 1888. It has a history of 100 years. Its main business is diamond mining and sales, but its business is mainly in Europe, not South Africa. The most classic advertising slogan is: Diamonds last forever. It once accounted for more than 80% of the world's diamond production, but now it has dropped to less than 40%. DTC is not the abbreviation of De Beers, but a company specialized in the sales of gem-grade rough diamonds. Its headquarters is in London, but it has also begun to enter the finished diamond market.