DiamondBuzz
De Beers Jewellers rebranded as De Beers London
De Beers Jewellers has rebranded as De Beers London in a move designed to emphasize its links with one of the world’s fashion and luxury capitals.And is launching a new brand campaign, fronted by British fashion model, actress and mental health activist Adwoa Aboah
“De Beers Group has been the pioneering diamond expert since 1888, and De Beers London draws on this rich heritage through bold and elegant jewellery that’s inspired by the nature of Africa and transformed with London’s energy and artistic spirit,” the company said as it announced the rebranding.
Aboah, 32, who has has modeled for Calvin Klein, Fendi, DKNY, Alexander Wang, H&M, and Versace in the past, wears pieces from the Talisman collection – combining rough and polished diamonds – and the Enchanted Lotus collection in the new campaign for De Beers London.
De Beers Diamond Jewellers was established in 2001 as a 50:50 joint venture with LVMH, the French luxury goods company. It was renamed De Beers Jewellers in 2017 when De Beers Group acquired the LVMH share, and as of now it is known as De Beers London.
“Building value through scale with De Beers London is a key part of De Beers Group’s Origins strategy and this evolution will help us to reinforce our unique position as the only luxury jewellery house with direct access to natural diamonds at source, ” De Beers said. “As such, it is a pivotal step in our journey to build a strong portfolio of brands.
DiamondBuzz
Anglo American Advances De Beers Separation Amid Challenging Diamond Market
Anglo American Emphasized That The De Beers Carve-Out Remains A “Central Pillar” Of Its Transformation Plans
Anglo American plc has confirmed steady progress in separating its iconic diamond subsidiary, De Beers Group, as part of a broader portfolio restructuring amid persistently subdued market conditions. This development underscores the mining giant’s strategic pivot away from diamonds toward higher-margin commodities.
In its Annual General Meeting (AGM) address, Anglo American emphasized that the De Beers carve-out remains a “central pillar” of its transformation plans, running parallel to divestments in steelmaking coal and nickel assets. In a year characterized by volatile markets and slow economic recovery in China, and with weaker iron ore prices and cyclically low diamond prices, Anglo American delivered a stable operating and financial performance.
Post-exit, Anglo American plans to refocus on premium segments like copper, high-quality iron ore, and crop nutrients, effectively shedding exposure to the cyclical diamond trade. Production guidance for De Beers holds steady at 21-26 million carats for 2026, with output adjustments aligned to prevailing demand.
While specific timelines for completion remain undisclosed, Anglo American anticipates providing further updates throughout 2026 as the sale process unfolds. This move signals deepening structural shifts in the global diamond supply chain, potentially reshaping rough diamond availability and pricing dynamics for Indian polishers and exporters.
With natural diamond prices under pressure from lab-grown alternatives and softening luxury demand—exacerbated by China’s uneven recovery—Anglo’s exit may prompt consolidated output cuts, stabilizing rough prices in the medium term but challenging mid-tier producers reliant on consistent volumes.
Stakeholders await clarity on potential buyers, with speculation centering on strategic investors or sovereign funds eyeing long-term diamond assets.
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