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
Russia Dominates 2025 Diamond Production Value For Third Consecutive Year
Recovers 31.5 Million Carats Valued At $2.72 Billion (Averaging $86 Per Carat).
Russia maintained its lead in global rough diamond production value for the third year in a row in 2025, recovering 31.5 million carats valued at $2.72 billion (averaging $86 per carat).
Meanwhile, production in Botswana fell due to operational shutdowns at the Jwaneng and Orapa mines, resulting in 15.5 million carats worth $1.98 billion, though it achieved a higher average price of $128 per carat. Globally, the rough diamond market saw a contraction: overall output dropped 3% in value to $9.23 billion and 8% in volume to 98.8 million carats, driven by significant export declines from Russia, Canada, Zimbabwe, and Lesotho.
Global rough output fell 3% year on year to $9.23 billion. By volume, production dropped 8% to 98.8 million carats. Total imports slipped 8% by volume, while global exports declined 7%.
The dip in exports reflects a 1.8% slump in the number of carats exported from Russia, and a slide of 10% from Canada, 41% from Zimbabwe and 63% from Lesotho.
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