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
Diamond Market Shows Resilience As Large Stones And Fancy Shapes Drive Demand
Global Sector Reports Stable Fundamentals Ahead Of Key Industry Events
The global diamond sector is maintaining overall stability, with notable strength emerging in large, high-quality stones and fancy elongated shapes, according to the latest trade intelligence.
Diamonds in the 7–9.99 carat range are experiencing robust demand, while 10-carat-and-larger sizes — particularly D-Flawless rounds — continue to sell briskly. Smaller round stones in the 0.30–0.89 carat range are also showing signs of stabilization after a period of softness.
The Bharat Diamond Bourse in Mumbai is anticipating a market recovery following a temporary Iran ceasefire, with optimism returning among regional traders. However, manufacturers are adopting a wait-and-see approach ahead of next week’s De Beers Sight April 27–30, with a modest allocation widely projected. Indian factories are preparing for May summer closures, leading to a deferral in rough buying activity.
On the supply side, Angola has forecast an 8% increase in rough diamond production for 2025, projecting output of 15.2 million carats — a development expected to support broader market supply.
Fancy elongated shapes — including ovals, marquises, and emeralds — are outperforming rounds in the 2-carat-and-larger segment. High-quality marquises are commanding the highest premiums in the market, with long radiants and long cushions also facing notable supply constraints. In India, 2-carat-plus sizes are advancing, supported by sustained U.S. demand and rough shortages that are providing upward price support for polished stones.
Israel’s market is observing a temporary pause in activity due to Memorial Day and Independence Day observances. In the United States, the National Retail Federation projects $7.5 billion in Mother’s Day jewelry sales on May 10.
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