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
41st World Diamond Congress To Tackle Geopolitics and Shifting Consumer Tides
Industry To Discuss  Russian Sanctions, African Supply Dominance, and A Looming Generational Handover.
The World Federation of Diamond Bourses (WFDB) and the International Diamond Manufacturers Association (IDMA) announced Friday that the 41st World Diamond Congress will convene in Singapore from July 12–15, 2026. The four-day summit arrives at a pivotal moment for the $100 billion jewelry market, which is currently wrestling with the rise of lab-grown alternatives and tightening transparency requirements.
Five Pillars of the 2026 Agenda
The Congress has structured its programming around five core challenges that are expected to define the industry’s trajectory through the end of the decade:
- African Supply Leadership: A deep dive into the continent’s evolving role from a raw material source to a strategic power player.
- The Asian Pivot: Executives will explore untapped potential in the ASEAN bloc, specifically targeting emerging middle-class wealth in Indonesia, Vietnam, and Malaysia.
- Geopolitics and Sanctions: Critical sessions will address the ongoing trade-related restrictions that have reshaped global supply chains since 2022.
- The Demand Deficit: Stakeholders will brainstorm strategies to revitalize the global desire for natural diamonds over synthetic competitors.
- Generational Transition: A focus on integrating the “next gen” of leadership into the traditionally conservative diamond pipeline.
A Strategic Crossroads
The Congress will host an international mix of government representatives, manufacturers, and trade bodies. It noted that the ASEAN region represents a vital frontier for trade as traditional Western markets mature.
The timing of the event is strategic; it will run concurrently with the Singapore International Jewelry Expo (SIJE), bridging the gap between raw supply discussions and the high-end retail sector.
Market Outlook
For many in attendance, the primary concern remains the “natural vs. lab” debate. As Gen Z and Millennial buyers prioritize ethical sourcing and price transparency, the industry is under pressure to refine its narrative. The Congress is expected to serve as the primary forum for establishing a unified marketing front to bolster natural diamond demand.
Registration for the event remains open, with the industry’s top brass expected to finalize the roster of panel participants in the coming weeks.
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