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De Beers Jewellers rebranded as De Beers London

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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.

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DiamondBuzz

NDC Welcomes Angola’s ENDIAMA and SODIAM as New Members

Angola’s ENDIAMA and SODIAM Join Natural Diamond Council to Drive Global Industry Growth and Sustainable Development

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The Board of Natural Diamond Council (NDC) is delighted to announce that Angola’s ENDIAMA E.P. and SODIAM E.P. have formally joined the organization as members, following the completion of all legal and regulatory requirements for accession.

ENDIAMA E.P. – Empresa Nacional de Diamantes de Angola (National Diamond Company of Angola) is Angola’s state-owned diamond mining company, responsible for managing the country’s diamond resources and ensuring their sustainable development for the benefit of the Angolan people. SODIAM E.P. – Empresa Nacional de Comercialização de Diamantes de Angola (National Diamond Marketing Company of Angola) is the state-owned diamond trading company and unique channel for Angolan diamond export, overseeing the marketing and commercialization of Angola’s natural diamond production on the global stage.

This milestone follows the principles outlined in the Luanda Accord co-signed in June 2025 by representatives of diamond producing countries and industry stakeholders, including Angola, Botswana, De Beers and midstream representatives, signaling a shared commitment to support the natural diamond industry and the communities whose lives and livelihoods depend on it.  The Accord reflects a shared vision to take decisive action, backed by sufficient resources, for the long-term health and integrity of the natural diamond industry through the NDC’s marketing and education work to inspire consumer desire for natural diamonds. The recent receipt of Angola’s financial contribution stands as a tangible testament to the proactive commitment set in motion by the Luanda Accord.

“The future success of the industry will be defined by our ability to work together to communicate the true story of natural diamonds – both their desirability and their ability to drive development.  I am therefore delighted to welcome ENDIAMA E.P. and SODIAM E.P. as NDC members,” states Sandrine Conseiller, CEO of De Beers Brands and NDC Chair.

“Through growing the organization’s representation across the natural diamond value chain, the NDC will be better positioned to amplify the collective voice of the industry, strengthen consumer education, and reinforce trust in natural diamonds as rare, precious creations of nature with profound social and economic impact.”

“Natural diamonds are not only the world’s most precious and timeless stone- but they are also the bedrock of Angola’s prosperity providing stability and livelihood for millions of our people,” says Dr. José Manuel Augusto Ganga Júnior, ENDIAMA E.P.’s Chairman. “By joining the NDC we are signaling our commitment to ensuring a bright future for the natural diamond industry – and Angola’s position in it- through revitalized and sustained investment in global generic marketing executed by NDC.”

“We are delighted to join the Natural Diamond Council, strengthening Angola’s voice in the global diamond community and fostering collaboration that promotes responsible growth, transparency, and shared prosperity across an industry which plays a vital role in shaping the future of diamond-producing nations, driving sustainable economic development, and ensuring that the benefits of this natural resource contribute meaningfully to national progress and wellbeing of our communities,”states Dr. Eugénio Pereira Bravo da Rosa, Chairman of SODIAM E.P..

At the same time, the NDC Board of Directors is actively reviewing its governance documents to enable broader participation from across the natural diamond value chain. These updates are intended to support greater inclusivity, transparency, and engagement, ensuring the organization continues to evolve in step with the industry it represents.

Together, these developments mark a positive and forward-looking chapter for the Natural Diamond Council as it advances its mission to protect and promote the integrity, desirability, and enduring value of natural diamonds worldwide.

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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.

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