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 Plans To Expand Diamond Production Through Severalmaz
Outlines An Expansionary Roadmap and Diversification Strategy Amid Market Volatility
Alrosa has confirmed a strategic pivot toward aggressive capacity expansion via its wholly-owned subsidiary, Severalmaz. Currently contributing approximately 10% to the Group’s aggregate output, Severalmaz is slated to become a primary engine for long-term value creation.
Despite prevailing macroeconomic headwinds and a softening in global demand for natural stones, Alrosa reported that the Lomonosov deposit maintained a stable production baseline, yielding an annualized run-rate of approximately 3.5 million carats through FY24 and FY25.
Key Strategic Pillars:
- Operational Resilience: CEO Pavel Marinychev emphasized that Severalmaz serves as a systemically important entity within the Arkhangelsk regional economy, providing a “solid foundation” for the Group’s multi-decade development cycle.
- CAPEX & Exploration: The firm is committed to significant capital expenditure directed toward greenfield exploration and the modernization of existing mining infrastructure to drive operational alpha and safety.
- Portfolio Diversification: To hedge against cyclical diamond market downturns, Alrosa is actively de-risking its balance sheet by diversifying into gold mining and offloading approximately 30% of its inventory to Gokhran to ensure consistent liquidity flows.
- R&D Synergies: The roadmap includes deep integration with regional scientific-industrial hubs to optimize extraction efficiencies and future-proof the production pipeline.
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