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De Beers London is proud to open its new Paris flagship store at 12 Rue de La Paix, an exciting new chapter for the British jewellery house. Located at the historic heart of High Jewellery in a city synonymous with elegance, artistry and style, the flagship is the first physical manifestation of the De Beers London DNA, following the House’s rebrand in February 2025.
Rue de La Paix is renowned as the birthplace of Haute Couture. A byword for craftsmanship and prestige, it is home to the world’s finest couture houses, watchmakers and jewellers. De Beers opened a Parisian office near Place Vendôme in 1889, at the height of the square’s evolution into a hub for fashion and luxury. By unveiling its largest flagship within this rarefied neighbourhood, the House cements its pedigree as a master of diamonds since 1888.
“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.
In the 1860s, 12 Rue de la Paix housed the studio of the innovative royal milliner Madame Vitrot. Now, the grand Hausmannian building has been transformed into the largest De Beers London boutique worldwide, spanning 464sq m across three floors. The House collaborated with Parisian design studio Pierre-Yves Rochon to transform the historic address into a warm and welcoming retail experience, with elegance, craftsmanship and storytelling woven into every detail.
With a series of private rooms and spaces in which to host exhibitions, events, salons and soirées, the flagship is designed to become a destination that will create special moments and memories. More than a retail store, it is a location for jewellery lovers to connect, be inspired and share meaningful experiences.
The interiors take inspiration from De Beers’ roots in Southern Africa, infused with London’s verve and creativity. Subtle references to Namibia, South Africa and Botswana, three important sources of De Beers diamonds, are interspersed with moments of British personality and eccentricity.
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.
“The Rue de la Paix flagship is the first example of a bold new retail concept that celebrates our heritage, blending our roots in Southern Africa with the energy and spirit of London,” says Emmanuelle Nodale. “It brings a new and surprising experience to the traditional home of High Jewellery. Clients will be able to travel to Namibia, South Africa, Botswana and now of course Paris, on a voyage of discovery, illuminated by exceptional diamonds, and brought to life with incredible creativity and craftsmanship. We’re proud to showcase our unique access to the source, which allows us to select the Earth’s most beautiful diamonds and guarantee their positive impact. Being able to share the journey of our diamonds makes our creations even more meaningful.”