De Beers London has unveiled its largest global flagship at 12 Rue de la Paix, marking a pivotal milestone in the brand’s 2025 evolution. The 464sq m space, designed in collaboration with Pierre-Yves Rochon, serves as the definitive physical expression of the House’s rebranded DNA.

Key Highlights

• The Location: Situated in the historic heart of High Jewellery, the boutique returns De Beers to its Parisian roots near Place Vendôme, where it first established an office in 1889.
• The Design: Spanning three floors, the interior blends the spirit of London’s creativity with De Beers’ heritage in Southern Africa. It features unique elements like a kimberlite rock wall and bespoke artworks.

• The Concept: More than a store, the flagship is a cultural destination featuring private salons and exhibition spaces designed for “voyages of discovery.”
• Sustainability & Source: The flagship emphasizes De Beers’ unique “access to the source,” highlighting its connection to Namibia, South Africa, and Botswana while guaranteeing the positive impact of its diamonds.

“Our new Paris flagship is a key milestone in the evolution of De Beers London as we expand globally. Paris is the international centre of High Jewellery, and Rue de la Paix is an incredible, historic location for us to leverage our diamond excellence and express our unique story,” says Emmanuelle Nodale, CEO De Beers London.

De Beers London’s rich heritage and peerless diamond excellence are evidenced throughout the store. A magnificent wall of kimberlite, the rare host rock in which diamonds are discovered, exemplifies the House’s unique connection to the countries of southern Africa that are the source of the company’s peeress diamonds. Bespoke furnishings echo the journey of every De Beers diamond, from rough to polished. The House has collaborated with local and international artists and artisans to create one-of-a-kind artworks that celebrate its rich history, the superior quality of its diamonds, and the symbolism behind its iconic designs.