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
Jwaneng 28.88 Diamond Sale Marks Start of De Beers, Sotheby’s Collaboration
Collaboration Centers on Joint Marketing and Storytelling, Both Companies Co-create a Branded Narrative – “Earth To Art”
The sale of the Jwaneng 28.88 diamond later this month marks the start of a collaboration between De Beers and Sotheby’s.
This isn’t a simple transaction; it’s a narrative takeover. Under the banner “Earth to Art,” the two giants are co-creating a branded experience that tracks the journey of a stone from the deep-time pressure of the Botswana crust to the white-glove stage of the auction house.
The face of this revolution is the Jwaneng 28.88. A flawless, D-color, unmounted miracle, this diamond was carved from a massive 114.83-carat rough pulled from the legendary Jwaneng mine—the “Prince of Mines.”
It doesn’t just sparkle; it demands attention. This isn’t just carbon—it’s a curated relic of the earth’s core, reimagined for the modern collector.
The Sale Details
The Jwaneng 28.88 will headline the Magnificent Jewels & Jadeite sale in Hong Kong. It is accompanied by a curated selection of other Jwaneng-sourced treasures, including a solitaire ring and a pair of diamond earrings that redefine “standard” brilliance.
- Auction Date: 23 April.Location: Sotheby’s Hong Kong
- Estimate: HKD 17M – HKD 22M ($2.2M – $2.8M USD)
While the specific legal ink of the deal remains under wraps, the intent is clear: De Beers and Sotheby’s are no longer just seller and platform. They are storytellers. By merging De Beers’ unrivaled access to the source with Sotheby’s cultural authority, “Earth to Art” ensures that a diamond is never just a stone again. It is a legacy you can hold.
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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.