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
Alrosa Reports $130mn H1 Loss Amid Diamond Market Headwinds
The Company Cited Geopolitical and Macroeconomic Uncertainty, Western Sanctions, Shifting Jewellery Demand, Higher Gold Prices and Weaker Rough and Polished Diamond Sales As Key Challenges.
Russia’s state-controlled diamond miner Alrosa reported a 10.67 billion-ruble ($129.7 million) net loss in H1 2026, reversing a 39.03 billion-ruble profit a year earlier. Revenue plunged 36% to 74.16 billion rubles ($901.6 million), while gross profit fell to 4.62 billion rubles.
The company cited geopolitical and macroeconomic uncertainty, Western sanctions, shifting jewellery demand, higher gold prices and weaker rough and polished diamond sales as key challenges. Its operating loss widened to 5 billion rubles, while the pre-tax loss reached 14.08 billion rubles.
Adding to the pressure, Russia’s 8% export duty on unprocessed rough diamonds above 0.45 carats, postponed to March 2027, is expected to cut Alrosa’s profit by around 3.12 billion rubles ($37.9 million), further clouding the miner’s outlook.
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