De Beers Jewellers has rebranded as De Beers London, reinforcing its identity in the high-end luxury market and highlighting its connection to the British capital, a global hub for fashion and luxury.
Announcing the change in a LinkedIn post last week, the company emphasized that the rebrand also strengthens its position as the only luxury jewelry house with direct access to natural diamonds from the source. This move, De Beers stated, is a key step in building a strong portfolio of brands.
As part of the rebrand, De Beers London launched a new campaign, “Portraits of True Brilliance,” spotlighting its Talisman and Enchanted Lotus collections—described as “iconic and timeless.” The campaign features British supermodel Adwoa Aboah as its star.
“Proud of this new brand narrative and campaign,” wrote De Beers London CEO Céline Assimon on LinkedIn. “Adwoa is the perfect muse for De Beers London.”
