In February 2025, we rebranded De Beers Jewellers, renaming it to De Beers London.
By associating the jewellery house and brand with its home city of London, one of the luxury capitals of the world, we are positioning De Beers firmly within the luxury jewellery industry. Our new name reinforces our identity as a brand: born and raised in London, with our roots and soul in Southern Africa.
London has a unique combination of heritage, timelessness and modernity, which makes it a true melting pot of culture and energy. Building value through scale with De Beers London is a key part of the De Beers Origins strategy: this evolution will help us to reinforce our unique position as the only luxury jewellery house with direct access to the most brilliant natural diamonds at source.
Portraits of True Brilliance
At the same time as our De Beers London rebrand we launched our 2025 brand campaign, ‘Portraits of True Brilliance’ – celebrating the timeless flair of De Beers’ designs, focused on our iconic Talisman and Enchanted Lotus collections and starring British supermodel Adwoa Aboah.
Our jewellery honours life’s gradual evolution, celebrating meaningful moments. The Portraits of True Brilliance campaign showcases De Beers’ thoughtfully designed natural diamond jewellery: true symbols of empowerment that elevate the everyday.
Adwoa Aboah embodies the spirit of De Beers. She was born and raised in London, but has an international outlook. Throughout her life and career she has navigated intense pressure to forge her own path to success, guided by a clear sense of purpose. We believe Adwoa encapsulates De Beers London jewellery: modern yet timeless, original yet refined, uplifting yet soulful.