Earlier quoted context omitted.
You can't get a copyright on simple geometric shapes, they would need something bizarre looking to not have been created in the past. Further, stones are both tiny and shiny so people can't really tell what they look like. A more realistic option is use nanoscale etching to get unique colors. Much like those blue butterfly wings that don't use pigment.
They could patent the process of cutting that shape though, if it's sufficiently complicated.
If de Beers wants to patent and copyright some bizarre foamy cut of a diamond that does some exotic thing, that's fine, but it's not going to be "a diamond ring" as most people think of them.