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De Beers Jewellers rebranded as De Beers London

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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.

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DiamondBuzz

Love, Light, and Legacy: Jacob & Co. Unveils the $3.4m Angel Cut Diamond Watch

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Forget everything you thought you knew about diamonds being just…sparkly. Jacob & Co. has decided to flip the script—and in true high-drama fashion, it’s not just about shine anymore, it’s about storytelling carved in stone. To mark its 40th anniversary, the maison introduces something that feels less like a gemstone and more like a manifesto: the Angel Cut. Not a remix. Not a tweak. A full-blown reinvention of how a diamond catches light—and attention.

The Angel Cut is defined by its distinctive lozenge-shaped table within a rectangular form with cut corners, designed to precisely control the movement of light. This unique geometry creates a refined, dimensional glow rather than intense sparkle, resulting in a look that is fluid, balanced, and architectural.

Meticulous calibration of crown height, pavilion depth, and facet alignment enhances internal reflection while ensuring even light distribution. By minimizing extinction and softening contrast, the cut produces a seamless, continuous radiance. Its sophisticated optical performance makes it especially effective in low-light settings, such as diamond-set watch cases, where consistent luminosity is essential.

At the heart of this innovation is Jacob Arabo himself. The Angel Cut isn’t just a technical flex; it’s a love letter. Inspired by his wife Angela, the design holds exactly 37 facets—a subtle, intimate nod to their 37-year journey together. In an industry obsessed with carats and clarity, this is something rarer: emotion engineered into geometry.

It’s this duality—precision and passion—that gives the Angel Cut its edge. It exists at the intersection of science and sentiment, where cold, calculated angles somehow translate into warmth, memory, and meaning.

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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.

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