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 Indicates Mir-Deep Project Could Commence As Early As Next Year
The Project Is Viewed As Strategically Significant Given The Historic Contribution Of The Mir Asset To ALROSA’s Production Portfolio
ALROSA has indicated that development activity at the proposed Mir-Deep project could commencece as early as next year, positioning the asset as the long-term successor to the original Mir Mine operation, which was permanently shut following the fatal 2017 flooding incident that resulted in eight casualties.
The company stated that it is prepared to accelerate execution of the construction phase of the Mir-Deep project—estimated in 2024 at an investment outlay exceeding US$1.5 billion—subject to favorable macroeconomic conditions and a reduction in borrowing costs. The development reflects ALROSA’s broader strategy to restore high-volume production capacity while optimizing capital deployment amid evolving financing conditions.
Mir-Deep is planned at the same site as the historic Mir mine in eastern Siberia and will involve the sinking of new shafts to access deeper diamond-bearing reserves located below the previous accident zone, within the same geological structure. The project is viewed as strategically significant given the historic contribution of the Mir asset to ALROSA’s production portfolio. Prior to its closure, the mine was producing approximately 3.8 million carats annually, representing nearly 10% of the company’s total output.
Originally commissioned in 1957 as the first diamond mine in the former USSR, the Mir operation remains one of Russia’s most iconic diamond assets. The 2017 flooding disaster resulted in extensive destruction of underground infrastructure, mining workings, and equipment, leading to the suspension of operations.
In an operational update issued on 28 April, Pavel Marinychev confirmed that preparatory activities initiated in 2023 had been completed and that Russia’s Main State Expert Review authority (Glavgosexpertiza) had approved the extraction of certain reserves within the project area.
Earlier resource assessments released in September 2023 estimated identified reserves at approximately 173.5 million carats. More recent evaluations by Russia’s State Commission on Reserves have reportedly increased the estimated resource base to nearly 200 million carats, further strengthening the project’s long-term economic potential and strategic relevance within the global diamond supply landscape.
ALROSA Indicates Mir-Deep Project Could Commence As Early As Next Year
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