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
Motorsport Meets High Jewellery: Hannah St John Turns Heads with ‘La Velocita’ Diamond Necklace at F1 Event
A 25-carat, 1,800-diamond Masterpiece Inspired by Formula 1 circuits Takes Centre Stage at the Glamour on the Grid ahead of the Australian Grand Prix
At the glamorous lead-up to the Australian Grand Prix, Hannah St John, partner of Liam Lawson, made a striking statement at the Glamour on the Grid event with a one-of-a-kind diamond necklace that seamlessly blended motorsport and haute jewellery.
Titled “La Velocit” (The Speed), the necklace was crafted by Australian atelier Martin Rogers Jewellery. The extraordinary piece features approximately 1,800 diamonds totalling 25 carats, intricately arranged to trace the outlines of iconic Formula 1 circuits from the global racing calendar.
A true testament to craftsmanship, the necklace required an estimated 250–300 hours of meticulous handwork, including weeks dedicated solely to precision diamond setting. Valued at around AUD $500,000 (approximately $350,000 USD), the piece stands as a bold fusion of speed, design, and luxury artistry.
Blurring the lines between engineering inspiration and fine jewellery, “La Velocità” captured attention across the paddock, proving that Formula 1’s influence extends far beyond the track.
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Motorsport Meets High Jewellery: Hannah St John Turns Heads with ‘La Velocita’ Diamond Necklace at F1 Event
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National News1 day agoAKSHAY TRITIYA 2026 – Healthy Footfalls, Jewellery Sales Across India, Estimated 18–20 Tonnes Of Business Recorded
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National News1 day agoAkshaya Tritiya 2026:Indian Consumers Balanced Record-High Prices With Age-Old Traditions
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International News5 hours agoPrecious Metals at the Crossroads – Geopolitics, Inflation, and Key Technical Levels AUGMONT BULLION REPORT
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DiamondBuzz1 day agoMotorsport Meets High Jewellery: Hannah St John Turns Heads with ‘La Velocita’ Diamond Necklace at F1 Event
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.