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
Natural Diamond Council India Leads the Celebration of the First-Ever World Diamond Day
World Diamond Day celebrates the Personal Stories Behind Ntural Diamonds from Heirlooms to Modern Milestones
Jewellery has always held a deeply personal place in people’s hearts, and natural diamonds remain its most powerful expression. Every natural diamond carries within it a story of love, milestones, heritage and personal triumphs. On the first-ever World Diamond Day, these stories took centre stage, as people across the country came together to celebrate the meaning and emotion behind every diamond.
Launched by the Natural Diamond Council (NDC), World Diamond Day on April 8, 2026, was introduced as a global movement to recognise and celebrate the joy, passion, and community that natural diamonds inspire. Beyond their brilliance, diamonds represent memories, legacy, and the craftsmanship of a passionate industry that brings these stories to life.
As a champion of the natural diamond industry, NDC led this collective celebration, encouraging people from across the industry, from artisans and manufacturers to retailers and consumers, to share their authentic stories. The movement came alive on social media, with participants sharing personal moments using #WorldDiamondDay and #NaturalDiamonds, turning the day into a vibrant, global narrative.
In India, the celebration reflected a compelling blend of heritage and modern aspiration, as leading diamantaires and manufacturers spotlighted the journey of a diamond from its natural origin to a finished masterpiece. The reach of World Diamond Day was supported by the active participation of the Gem and Jewellery Export Promotion Council (GJEPC India), All India Gem and Jewellery Domestic Council (GJC) and the Bharat Diamond Bourse, who joined the movement to celebrate natural diamonds. This collective spirit was also embraced by leading industry partners, including Venus Jewel, SRK Exports, HK Exports, KP Sanghvi, Dharmanandan Diamonds, Finestar Jewellery and Diamonds, Shivam Jewels and A.S. Motiwala. Additionally, the movement was championed by prominent thought leaders such as Richa Goyal Sikri, Archana Thani, Nitya Arora and Arundhati De Sheth, all of whom played a significant role in bringing authentic stories and personal perspectives from across the industry to the global stage.
Richa Singh, Managing Director, Natural Diamond Council, said,
“World Diamond Day is a platform for people to share what their diamonds truly mean to them. At a time when consumers, especially younger audiences, are looking for more meaningful ways to celebrate, this initiative offers a reason to pause and honour those moments. Natural diamonds are the perfect custodians of our memories. This day is also a reminder of why we do what we do, to bring joy, emotion, and meaning into people’s lives.”
World Diamond Day has established itself as more than just a moment; it is a reminder of the joy behind every diamond, the passion of the industry, and the stories that connect us all. A natural diamond is not just a product, but a timeless heirloom, one that carries memories across generations and continues to shine with meaning.
Worn. Given. Passed down. Never forgotten.
Today, the story of natural diamonds belongs to everyone.
Actress Daisy Shah Inaugurates Karan Kothari Jewellers’ Grand Amravati Showroom
Kalyan Jewellers Unveils New Campaign Celebrating The Nimah Collection
MMTC-PAMP Launches Industry’s First Organized Silver Buyback for Coins, Bars, and Jewellery
MMTC-PAMP Launches Industry’s First Organized Silver Buyback for Coins, Bars, and Jewellery
Actress Daisy Shah Inaugurates Karan Kothari Jewellers’ Grand Amravati Showroom
Natural Diamond Council India Leads the Celebration of the First-Ever World Diamond Day
-
BrandBuzz9 hours agoMMTC-PAMP Launches Industry’s First Organized Silver Buyback for Coins, Bars, and Jewellery
-
New Premises9 hours agoActress Daisy Shah Inaugurates Karan Kothari Jewellers’ Grand Amravati Showroom
-
DiamondBuzz12 hours agoNatural Diamond Council India Leads the Celebration of the First-Ever World Diamond Day
-
BrandBuzz9 hours agoKalyan Jewellers Unveils New Campaign Celebrating The Nimah Collection
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.