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
WDC Transitions To An Expanded System Of Warranties
Broadening Its Scope Beyond Conflict Diamonds To Encompass Human Rights, Labor Standards, Anti-Corruption, and Anti-Money Laundering
The World Diamond Council (WDC) has fully transitioned to an expanded System of Warranties, broadening its scope beyond conflict diamonds to encompass human rights, labor standards, anti-corruption, and anti-money laundering controls across the global diamond supply chain.
First introduced in 2002 to complement the Kimberley Process for rough diamonds, the voluntary self-regulatory system applies to transactions involving polished diamonds and finished jewelry.
Following a five-year transition period that concluded on Sept. 21, companies trading in diamonds are now required to register on a dedicated WDC digital platform and complete an annual online self-assessment to maintain compliance.
Upon completing the evaluation, businesses receive a unique identification number to include alongside updated warranty declarations on commercial invoices and memos. The WDC initiated the revision in 2017 to modernize industry self-regulation and ensure broader ethical sourcing standards across intermediate and retail markets.
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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.