In the center of the building is the flagship store of the
Tokyo Diamond Corporation. Here, De Beers markets its diamonds from mines, mostly from South Africa and Botswana.
De Beers is a global diamond mining and trading corporation that controls most of the world’s diamond market. The corporation which is based in Johannesburg and London, deals with the process of activity in diamonds - from mining, through the sale of rough diamonds, to the production and marketing of the polished diamonds.
De Beers is also known for its establishment of the connection between diamonds and romance in its successful advertising campaign, in the late 1930's. This campaign instilled the message of "a diamond is forever" and set the tradition of giving a diamond as an engagement gift.