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
The Great Indian Diamonds: A Closer Look At India’s Most Iconic Diamonds
De Beers Highlights India’s Historic Role In Shaping The Global Diamond Legacy Through A Curated Archive Of Iconic Gems
De Beers’ A Diamond is Forever marks Diamond Month with the release of “The Great Indian Diamond Archive”, a deep dive into 12 of the world’s legendary diamonds, all of which trace their origins back to India.
For centuries, diamonds have drawn attention for their brilliance and rarity, often associated with wealth, power, and prestige. What is less widely known, however, is that the story of diamonds began in India. Some of the most famous diamonds in the world, including the Koh-i-Noor, trace their origins back to the country.
At a time when much of the world was unfamiliar with diamonds, India had already established itself as a centre for diamond mining. The Golconda region was one of the earliest and most significant sources, producing several historic gems. Many of these diamonds were found along the Krishna River and eventually travelled across continents through trade, becoming part of royal treasuries.
Historical records suggest that diamond mining in India dates back to the 4th century BCE, making it one of the oldest known traditions in the world. Over time, these diamonds became associated with different rulers, empires, and geographies, each adding a new layer to their identity.
Diamonds such as the Koh-i-Noor, Hope Diamond, Regent, and Daria-i-Noor continue to be among the most talked about and valuable gems globally. Today, some are housed in museums, while others remain part of private or royal collections. Several of these diamonds have also been re-cut over time, changing both their appearance and identity.
Bringing these stories together, The Great Indian Diamond Index presents 12 of the most prominent diamonds associated with India. Developed as part of De Beers’ initiative, the index brings them into one place for the first time.
Rather than looking at these diamonds only as precious objects, the index traces their full journey—from their natural origins to their historical and cultural significance. It combines physical attributes with context to offer a more complete view of their legacy.
The list has been compiled using a structured research framework developed specifically as The Great Indian Diamond Index.
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