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
Lesotho’s Kao Diamond Mine To Halt Operations Amid Industry Slump
The Mine’s Operator, Storm Mountain, Cited A Severe Financial Crisis Driven By A Prolonged Drop In Global Rough-diamond Prices, Rising Middle East Conflict
Lesotho’s largest diamond mine, Kao, will cease operations on June 30 and transition to care and maintenance. The mine’s operator, Storm Mountain, cited a severe financial crisis driven by a prolonged drop in global rough-diamond prices, rising Middle East conflict-related fuel costs, and stiff competition from lab-grown diamonds.
Despite a warning last October that the mine required $13 million in fresh capital to survive, the necessary investment did not materialise. According to CEO Neo Hoala, the steep market decline made continued operations unsustainable. The shutdown will impact roughly 750 workers.
The mine’s financial downturn is stark: in 2024, Storm Mountain sold 250,000 carats for $50 million—a massive drop from its $105 million revenue in 2022. Kao’s suspension reflects a broader crisis in the diamond sector, following recent insolvencies and closures at Canada’s Ekati mine and South Africa’s Ekapa and Finsch mines.
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Lesotho’s Kao Diamond Mine To Halt Operations Amid Industry Slump
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