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
Polished Prices Up, Rough Prices See Decline: AWDC
While The Ecosystem Has Yet To Achieve A Full-Scale Rebound, The Current Data Suggests We Are Moving Toward A Stabilized Growth Posture
The Antwerp World Diamond Centre (AWDC) has released its Q1 2026 fiscal retrospective, highlighting a significant divergence in asset class performance. While we are seeing a robust 11.6% YoY tailwind in international polished price points, the rough segment continues to face downward pricing pressure, currently de-escalating to a $72/carat baseline (a 27% delta from the previous $99/carat benchmark).
- Polished/Rough Arbitrage:Â The current landscape reflects a bifurcated recovery. We are observing a “gradual recovery” trajectory where polished premiums are scaling, even as rough demand remains in a corrective phase.
- Yield-Driven Projections: Per AWDC insights, rough valuations are fundamentally leveraged against expected polished yields. Consequently, the current polished price appreciation serves as a leading indicator for potential downstream rough price stabilization.
- Volume vs. Value Scalability:Â * Volume Throughput:Â Increased by ~20%Â YoY.
- Value Capture:Â Realized a more modest 3.7% uptick.
- Operational Velocity:Â Rough import volumes have surged by 35.7%, signaling high-intensity inventory movement despite the lower price-per-unit environment.
Market Trajectory & Forward Outlook
Following a period of non-linear volatility—characterized by a summer pivot, a transient dip, and a Q4 resurgence—the Antwerp sector is currently navigating a “cautious turnaround” phase.
While the ecosystem has yet to achieve a full-scale rebound, the current data suggests we are moving toward a stabilized growth posture. AWDC will continue to monitor the polished-to-rough synergy to identify the inflection point for total market synchronization.
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