The DeBeers Group, a South African diamond mining company, began in 1871 with the discovery of diamonds in a mine owned by two Afrikaner farmers named DeBeers. Unable to handle the rush that followed, they sold two mines, one called “DeBeers,” the other “Kimberley.” An Englishman named Cecile Rhodes arrived with the intent of cultivating the land, but instead purchased a right to one of the mines. Rhodes joined forces with Barney Barnato, who owned interests in the nearby Kimberly Mine, and DeBeers Consolidated Mines Limited was founded in 1888. In 1902, Ernest Oppenheimer, a German diamond merchant, arrived in South Africa as the company's representative to oversee operations . There. In 1919 he founded Consolidated Diamond Mines of South West Africa Ltd. and, after forming a competitive company called Anglo American, took over DeBeers from Cecil Rhodes' successors in 1929. DeBeers employed up to 24,000 people in 19 different countries, involved with everything , from exploration to marketing. In 1947, at a time when diamond prices were plummeting around the world, Harry Oppenheimer worked with a Philadelphia advertising agency to take advantage of the American economy's fascination with diamonds and the enduring “A Diamond Is For” advertising campaign was born. Always". Diamond engagement rings become standard practice. Future campaigns such as the diamond eternity ring and "right hand rings" increase the popularity of diamonds as the gemstone of choice, and DeBeers occupies the number one position in the world diamond market. Over the years, the search for diamonds has gone beyond the borders of From South Africa to deep sea exploration to the Canadian Arctic. Today, DeBeers is “the world's leading diamond company, unrivaled in exploration, mining and marketing… at the heart of the paper… Global Policy Forum. (n.d.). Retrieved April 28, 2014, from http://www.globalpolicy.org/about-gpf-mm.htmlJohannasburg and Windhoek. (2004, July 17). The sign is not forever. Retrieved April 28, 2014, from http://www.economist.com/node/2921462The Kimberley Process (KP). (n.d.). Retrieved April 28, 2014, from http://www.kimberleyprocess.com/Mueller, H. (2005, July 08). Botswana diamonds lose their brilliance. Retrieved April 28, 2014, from http://mg.co.za/article/2005-07-08-botswana-diamonds-lose-their-sparkleZimnisky, P. (2013, June 6). A diamond market no longer controlled by De Beers. Retrieved April 28, 2014, from http://www.kitco.com/ind/Zimnisky/2013-06-06-A-Diamond-Market-No-Longer-Controlled-By-De-Beers.htmlZoellner, T. ( 2006 ). The heartless stone: a journey into the world of diamonds, deception and desire. New York: St. Martins Press.