The world’s largest mining company oversees De Beers Jewellers, which has been rebranded as De Beers London. The brand was established in 2001 as a joint venture with Louis Vuitton Moët Hennessy (LVMH).
In a statement, the company said the rebrand was an homage to the history of the company.
"De Beers Group has been the pioneering diamond expert since 1888, and De Beers London draws on this rich heritage through bold and elegant jewellery that's inspired by the nature of Africa and transformed with London's energy and artistic spirit," the statement reads.
"Building value through scale with De Beers London is a key part of De Beers Group's Origins strategy, and this evolution will help us to reinforce our unique position as the only luxury jewellery house [brand] with direct access to natural diamonds at source.”
The rebrand will be accompanied by a new marketing campaign featuring British fashion model and actress Adwoa Aboah. Marketing material will highlight pieces from the Talisman and Enchanted Lotus collections.
The brand has also confirmed that CEO Céline Assimon will leave the company at the end of the month after nearly five years tenure. A spokesperson told Rapaport News the company was in the process of finding a replacement to lead the brand.
De Beers London
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