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
Tiffany ring with a 10.02-ct emerald cut diamond is leading a Christie’s online auction, expected to sell for $500,000
As the spring season breathes new life into the world of fine art, Christie’s is proud to announce its first jewelry event of the year: the Jewels Online sale. Running from March 9 through March 19, this exquisite 156-lot curation invites collectors to journey through a gallery of peerless stones, legendary signatures, and storied provenance. A Tiffany ring with a 10.02-ct emerald cut diamond is leading a Christie’s online auction and is expected to sell for $500,000 to $700,000.The Type IIa stone is D color, IF clarity, set in platinum and signed Tiffany & Co.
The auction further dazzles with a pair of earrings that define celestial symmetry. Featuring two Type IIa round brilliant-cut diamonds weighing 5.13 and 5.04 carats respectively, these D-color gems radiate a fiery brilliance. Estimated at $300,000 – $500,000, they represent a rare opportunity to acquire stones of such matched magnitude and VVS2 clarity.
In a poignant tribute to glamour, Christie’s is honored to present selections from The Collection of Elizabeth Taylor. These intimate treasures offer a glimpse into the lavish world of the silver screen’s ultimate jewelry connoisseur:
- The Golden Evening Bag: A sumptuous diamond and gold vessel of elegance (Estimate: $10,000 – $15,000).
- The Ruby Suite: A vibrant, matching set of ruby and diamond beaded necklace and earrings (Estimate: $15,000 – $20,000).
Beyond these headliners, the sale celebrates the “Great Houses” of jewelry design. Connoisseurs will find meticulously crafted pieces from:Cartier, Van Cleef & Arpels. David Webb & Seaman Schepps
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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.