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
Alrosa Sees First Glimmers Of A Turnaround Driven By Growing Scarcity
Supply Crunch In Larger Stones Lifts Rough Diamond Prices
Russian diamond giant Alrosa is detecting the first glimmers of a turnaround in both rough and polished diamond markets after several tough years, driven by growing scarcity as global production heads toward its lowest level in two decades.
The miner reported that prices for its rough diamonds have climbed 6% to 9% since the start of 2026, with the most pronounced gains in the high-value 2- to 10-carat segment. That category accounts for about 80% of Alrosa’s production by value. Prices in these sizes rose across all three of the company’s trading sessions this year, with modest improvement in January followed by stronger advances in February and March. Overall, Alrosa lifted selling prices to varying degrees on nearly half of its regular assortment in the first quarter.
Alrosa forecasts that worldwide diamond output will drop below 100 million carats in 2026—the lowest in 20 years—with risks of even steeper declines as older deposits are exhausted and unprofitable mines are idled.
The company itself has already suspended operations at several smaller sites, including alluvial projects in the Anabar River Valley and the Verkhne Munskoye deposit’s Zapolyarny and Magnitny open pits. Rio Tinto’s Diavik mine in Canada, a long-time supplier of high-quality stones, reached the end of its commercial production this week after more than 23 years and over 150 million carats extracted. Other Canadian deposits are also slated for permanent closure this year.
The tightening supply comes as major producers, including Alrosa, have deliberately curtailed output in recent years to help balance inventories. Alrosa itself plans to mine 25–26 million carats in 2026, down from higher levels, while continuing to sell into key markets such as India and China despite Western sanctions.
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