It was during the 2016 Paris Couture Week that De Beers chose to unveil its new High Jewellery collection. It also opted to take a unique route to do so, by creating a little bit of London, right there in Paris.

“London by De Beers transforms the De Beers salon in the historic Rue de la Paix into a daydream experience along the banks of the Thames,” the jeweller explained in a press note. 

“Inspired by the winding course of the river and the silhouettes of the surrounding city it intersects, the collection embarks on a voyage through London, capturing five landmarks it passes in exceptional diamond form - Albert Bridge, Battersea Light, Elizabeth Tower, London Eye and bringing the Collection together, the Thames Path,” De Beers added.

François Delage, CEO De Beers Diamonds Jewellers commented: “We are proud to call London our home and to introduce our first collection designed as a tribute to our brand’s founding city.”

Further, describing the muse inspiring the jewellery, Delage  said: “The 5 sets showcase exceptional, fluid craftsmanship to reflect the water and the light through the beautiful combination of diamond cuts and skilful jewellery techniques.”

De Beers’ longstanding collaborator, Mary McCartney, helped the jeweller to mount the London by De Beers exhibit, presenting it through five atmospheric yet intimate photographic diptychs.

Apart from the London by De Beers collections, De Beers also showcased a selection of exceptional solitaire diamonds titled 1888 White Master Diamonds.  “A testimony to the brand’s unrivalled diamond expertise since 1888, these diamonds have been hand selected by the President of the De Beers Institute of Diamonds for their unique beauty,” the jeweller said. “This collection showcases rare ‘white’ diamonds of over 10 carats, including rarely seen M to X colour diamonds, truly unique to De Beers, alongside more classical whites such as a 17.23 carat D Colour Pear pendant.”

Pic Cap: The transformed De Beers Salon on Rue de la Paix