loader image
Connect with us

DiamondBuzz

De Beers Jewellers rebranded as De Beers London

Published

on

603 Views

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.

Continue Reading
Advertisement JewelBuzz Banner
Click to comment
Subscribe
Notify of
guest
0 Comments
Oldest
Newest Most Voted
Inline Feedbacks
View all comments

DiamondBuzz

De Beers Rough Diamond Production Up 17 Year-on-Year

The Sequential Recovery Was Even More Striking, With Output Climbing 88% Quarter-on-Quarter From a Heavily Suppressed Q4 2025 Baseline

Published

on

1,771 Views

De Beers rough diamond production up 17% year-on-year to 7.1 million carats for the quarter ended March 31, 2026, is the kind of figure that reads well in a headline. But context transforms interpretation. The sequential recovery was even more striking, with output climbing 88% quarter-on-quarter from a heavily suppressed Q4 2025 baseline — a rebound that reflects operational factors rather than any meaningful surge in consumer demand for natural diamonds.

Both primary growth drivers were operationally predetermined rather than market-responsive. A planned ore release from a new area at the Gahcho Kué joint venture mine in Canada, and the continued processing of higher underground ore volumes at the Venetia mine in South Africa, together accounted for the majority of the year-on-year production increase. These are scheduled outcomes of capital programmes that were set in motion years earlier, not reactive decisions to chase rising diamond prices.

This distinction matters enormously for market interpretation. Production growth driven by mine transition schedules and ore release programmes carries a fundamentally different signal than growth driven by producers ramping up output in response to strengthening demand. In the current environment, De Beers is producing more simply because its mines are at a stage in their operational cycles where more ore is available — not because the market is calling for it.

Furthermore, according to De Beers’ official Q1 2026 production report, the critical distinction for Q1 2026 is that volume and value are moving in opposite directions. A 17% increase in production alongside a 19% decline in average realised price tells a more nuanced story than output data alone can convey. Production guidance for 2026 is unchanged at 21–26 million carats (100% basis). De Beers continues to monitor rough diamond trading conditions in order to align output with prevailing demand. Unit cost guidance for 2026 is unchanged at c.$80/carat

Continue Reading

Trending

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.

We would like to hear from you...

GET WHATSAPP NEWS ALERTS

0
Would love your thoughts, please comment.x
()
x