DeBeers sold, almost completely

As reported, among others by WWD, Anglo American bought the stake from the Oppenheimer family in DeBeers. Now Anglo American owns
85% of the diamond company.
As the Oppenheimer family owns shares in Anglo American, the family indirectly and partially still owns De Beers.

In recent years, DeBeers increased its consumer branding effort. It opened stores, went into a joint venture with LVMH and tried to become a luxury brand.