DiamondBuzz
De Beers Jewellers Rebrands to De Beers London, Reinforcing Luxury Market Position
The name change aligns with the brand’s commitment to its “Origins strategy,” emphasizing its exclusive access to natural diamonds at their source, while unveiling a new campaign starring Adwoa Aboah.
De Beers Jewellers has unveiled a significant rebranding, changing its name to De Beers London to strengthen its identity within the high-end luxury market. This strategic move aims to associate the brand with London’s global reputation as a fashion and luxury hub. As part of its “Origins strategy,” De Beers London plans to enhance its presence by leveraging its unique position as the only luxury jeweller with direct access to natural diamonds at their source.
The rebranding also introduces the 2025 brand campaign, “Portraits of True Brilliance,” which showcases the brand’s iconic Talisman and Enchanted Lotus collections. The campaign is headlined by British supermodel Adwoa Aboah, emphasizing the brand’s sophisticated yet modern image.
DiamondBuzz
Diamond Slump forces Debswana to diversify into copper, platinum and solar
Diamond-centric mining models is giving way to broader resource portfolios
Debswana Diamond Company, the 50–50 joint venture between the Botswana government and De Beers, is moving to diversify into copper, platinum and renewable energy as the prolonged downturn in natural diamond demand pressures earnings and forces the industry to rethink its growth strategy.
The company’s board has approved plans to invest in a portfolio of non-diamond projects after revenue fell 46% in 2024, the latest available financial year, highlighting the scale of the downturn in the global diamond market.
The move signals a strategic shift toward commodities with stronger long-term demand fundamentals, particularly copper, which is central to global electrification and energy-transition infrastructure.
Debswana’s diversification reflects a broader industry pivot as diamond producers confront weak consumer demand, rising competition from lab-grown stones and elevated inventories across the supply chain.
The shift is also visible among smaller exploration companies. Botswana Diamonds recently rebranded as Botswana Minerals, signalling its own strategic focus on copper exploration rather than diamonds.
Together, these moves underscore a growing consensus across the sector: the era of diamond-centric mining models is giving way to broader resource portfolios anchored in energy-transition metals.
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