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
Christie’s To Present 5.5 cts “Ocean Dream” At Geneva Magnificent Jewels Sale, Expected To Achieve Up To USD 12.8 Million
Ocean Dream, The Largest Known Fancy Vivid Blue-Green Diamond In Existence, Classified As A Rare Type IIA STONE.
Christie’s has announced the upcoming offering of the Ocean Dream, the largest known fancy vivid blue-green diamond in existence, at its prestigious Magnificent Jewels auction in Geneva in May 2026. The extraordinary gemstone is expected to achieve up to CHF 10 million (approximately USD 12.8 million).
Weighing 5.50 carats, the triangular-cut diamond is graded fancy vivid blue-green, SI1 clarity, and classified as a rare Type IIa stone. The gem is set in a ring featuring an intricate mount adorned with sculpted rock crystal, alongside round and pink diamonds, underscoring its exceptional craftsmanship and design.
Certified by the Gemological Institute of America, the Ocean Dream holds the distinction of being the largest vivid blue-green diamond ever graded by the institute. The polished gem originated from an 11.70-carat rough discovered in Central Africa, further enhancing its provenance and rarity.
This marks only the second time the Ocean Dream has been presented at auction. It was previously sold by Christie’s in Geneva in May 2014, achieving CHF 7.8 million (approximately USD 8.7 million at the time), and has since remained in a single private collection for over a decade.
The diamond’s legacy is further enriched by its inclusion in the renowned “Splendor of Diamonds” exhibition at the Smithsonian Institution National Museum of Natural History in 2003, where it was recognized as one of the world’s most exceptional diamonds.
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