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De Beers Jewellers rebranded as De Beers London

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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.

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DiamondBuzz

PM  Modi to visit Namibia;  seeks to deepen economic ties in the diamond sector

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Indian Prime Minister Narendra Modi is slated to visit Namibia on July 9, part of a five-nation tour that also includes Ghana, Argentina, Brazil, and Trinidad and Tobago. The trip marks Modi’s first official visit to the Southern African nation and underscores New Delhi’s ambition to deepen economic ties in the diamond sector.

While Indian firms such as Ankit Gems and KGK already run cutting and polishing units in Namibia’s capital, Windhoek, rough stones currently reach India indirectly via other global trading hubs. Modi’s visit is expected to pave the way for more direct diamond shipments, streamlining trade flows between the two countries.

Namibia ranks as the world’s fifth-largest diamond producer by value and volume, according to Kimberley Process data, and is especially known for its rich marine diamond reserves, estimated at over 80 million carats.

The agenda extends beyond gemstones. Modi is also set to discuss cooperation on critical minerals and uranium—resources vital to India’s clean energy ambitions and energy security. During the visit, he is scheduled to address the Namibian Parliament, signaling the strategic importance New Delhi places on closer engagement with Africa’s resource-rich economies.

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DiamondBuzz

De Beers Unveils ‘Origin’: Blockchain-Backed Diamonds for a New Era of Transparency and Trust

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De Beers Group has officially launched Origin, a pioneering initiative that brings blockchain technology to the heart of the natural diamond trade, offering consumers an unprecedented level of traceability, authenticity, and ethical assurance.

Each diamond in the Origin collection is individually verified and traceable, allowing customers to follow its journey from deep earth formation to expert craftsmanship and final retail presentation. The initiative is powered by tamper-proof blockchain technology, ensuring a secure and transparent record of each diamond’s provenance.

“As a brand, we understand that modern consumers value not just beauty, but also trust and purpose,” said De Beers during the launch. “Origin is our vision for a diamond industry that is transparent, ethical, and built on authenticity.”

The Origin platform not only affirms the diamond’s natural origin but also highlights its social and environmental impact—detailing the positive contributions made in the local communities where the stones are mined.

A Retailer-Ready Revolution

For retail partners, Origin offers more than just ethically sourced brilliance. It comes bundled with:

  • Experiential merchandising solutions
  • Custom marketing assets
  • Retail staff training tools

These assets are designed to connect with today’s values-driven consumers, who seek deeper meaning and verified ethical sourcing in luxury purchases.

Origin also integrates seamlessly into retailers’ loose diamond portfolios, offering flexibility alongside elevated consumer confidence in the integrity and ethical story behind every stone.

The launch aligns with De Beers’ broader mission to lead the natural diamond industry toward a more responsible, transparent, and future-ready standard—where luxury is inseparable from accountability.

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DiamondBuzz

Diamond Market Rebounds in 2025; India Emerges as Global Growth Engine

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The global diamond industry is showing signs of revival in 2025, following two years of sluggish demand. According to Susan Jacques, President and CEO of the Gemological Institute of America (GIA), the gem and jewellery sector faced significant headwinds after a brief boom in 2021, which was fueled by pandemic-era shifts in consumer spending and travel behavior.

While 2022 saw strong pricing and demand, a downturn took hold through 2023 and 2024. Now, a renewed sense of optimism is emerging. “The recovery was expected, and we’re beginning to see positive momentum return,” Jacques noted.

A key driver of this rebound is India, whose cultural affinity for diamonds continues to underpin strong consumer interest. Over the past two decades, India’s share of global diamond demand has surged from just 2% to nearly 11%, positioning it as the world’s second-largest market for natural diamonds—trailing only the United States, which remains dominant with around 55% of total sales.

Pritesh Patel, Senior Vice President and Chief Operating Officer at GIA, remarked that the US market has remained stable in early 2025, and industry stakeholders are optimistic about sustained demand. In India, he observed a notable shift: interest in diamonds is expanding well beyond major metropolitan areas.

“Tier-2 and tier-3 cities are now driving growth, alongside established hubs,” Patel said. He added that demand is strong across India’s southern, northern, and western regions, signaling a broad-based recovery in diamond jewellery purchases.

The global industry is cautiously optimistic as it navigates 2025, buoyed by emerging markets and a renewed appetite for luxury adornments.

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