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
Botswana Stepping Up Diplomatic Efforts To Complete The Removal Of US Tariffs
Botswana Leverages Critical Minerals To Push For The Full Removal Of US Tariffs On Diamond Exports
Botswana is stepping up diplomatic and trade efforts to secure the complete removal of US tariffs on its diamonds and other key exports, underscoring the move as vital to regaining its competitive edge in the global market. Minerals and Energy Minister Bogolo Kenewendo has reiterated the government’s firm stance that negotiations will continue until all tariffs are eliminated.
Currently subject to a 15% tariff—down from a steep 37% imposed in April 2025 and later reduced in August—the country has formally submitted its proposals and requests to the United States and is awaiting a response. The government has maintained a consistent position that the remaining tariff continues to hinder Botswana’s export potential, particularly in the diamond sector, where it ranks as the world’s second-largest producer after Russia.
To strengthen its negotiating position by positioning itself as a reliable supplier of both diamonds and essential minerals, Botswana aims to become the first African diamond-producing nation to achieve a tariff-free trade arrangement with the US, a move that could significantly enhance its long-term trade prospects and economic resilience.
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Botswana Stepping Up Diplomatic Efforts To Complete The Removal Of US Tariffs
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Botswana Stepping Up Diplomatic Efforts To Complete The Removal Of US Tariffs
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