De Beers Jewellers has officially rebranded as De Beers London, signaling a refined focus on its connection to one of the world’s most influential fashion and luxury capitals. This transformation underscores the brand’s evolution while maintaining its deep heritage in diamond expertise.
Accompanying the rebrand is a bold new campaign featuring Adwoa Aboah, the renowned British fashion model, actress, and mental health advocate. Aboah, 32, who has graced campaigns for Calvin Klein, Fendi, Versace, and more, embodies the fusion of tradition and modernity that De Beers London aims to represent. She showcases iconic designs from the Talisman and Enchanted Lotus collections, both of which celebrate the raw beauty and brilliance of natural diamonds.
“De Beers Group has been a pioneering diamond expert since 1888,” the company stated. “De Beers London draws on this rich heritage, crafting bold and elegant jewelry that reflects the nature of Africa while being infused with London’s dynamic energy and artistic spirit.”
A Legacy of Innovation and Growth
The rebrand marks the latest evolution in De Beers’ journey. Established in 2001 as a joint venture with LVMH, the brand became fully owned by De Beers Group in 2017, leading to a name change from De Beers Diamond Jewellers to De Beers Jewellers. Now, as De Beers London, the company aims to further strengthen its global presence under the Origins strategy, reinforcing its unique position as the only luxury jewelry house with direct access to natural diamonds at their source.
“This strategic shift aligns with our ambition to build a strong portfolio of luxury brands,” De Beers stated. “With De Beers London, we are amplifying our presence, leveraging scale, and reaffirming our place at the pinnacle of the diamond industry.”
The move reflects not just a name change but a renewed vision—one that marries craftsmanship, legacy, and modern luxury, ensuring that De Beers London continues to set the standard in the world of high jewelry.
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