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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.

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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.

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DiamondBuzz

CVD Synthetic Fashioned To Imitate A Rough Natural Diamond

The Near-Colorless Stone Is Believed To Be The First Time Creators Of A Synthetic Chemical Vapor Deposition (CVD) Diamond Have Shaped It To Resemble A Rough Diamond

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The 6.87-carat near-colorless CVD diamond was shaped to resemble a natural rough octahedral crystal but showed distinct synthetic features under microscopic and spectroscopic analysis.GIA’s tests confirmed the stone’s synthetic origin, noting polishing marks, facet junction roughness, and luminescence patterns inconsistent with natural diamonds.

No evidence currently suggests widespread substitution of synthetics for rough natural diamonds, but existing detection tools could be adapted if such cases increase.

The near-colorless stone is believed to be the first time creators of a synthetic chemical vapor deposition (CVD) diamond have shaped it to resemble a rough diamond, according to an article in the spring issue of the institute’s Gems & Gemology quarterly journal.

Upon investigation with the use of raman spectroscopy, the results confirmed that the material was a diamond, with its near-octahedral shape similar to that of a natural rough crystal. Further analysis showed that it was not a true octahedron, as only one set of opposing faces was parallel. Microscopic observation under differential interference contrast revealed extremely flat faces marked mainly by parallel polishing lines, unlike the growth steps and trigons typically seen on natural octahedral faces. The facet junctions were extremely rough, possibly due to measures taken to improve the color, after which the main faces appear to have been repolished, the institute explained.

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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.

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