De Beers Jewellers has announced a rebranding, changing its name to De Beers London. The move aims to solidify the brand’s position within the high-end luxury market by associating it with London, a global fashion and luxury hub.
The rebranding is a key component of De Beers Group’s “Origins strategy,” focused on building value through scale. The company believes this evolution will reinforce its unique selling point: direct access to natural diamonds at their source. This, they say, positions De Beers London as the only luxury jeweller with such access.
Alongside the name change, De Beers London launched its 2025 brand campaign, “Portraits of True Brilliance.” The campaign highlights the brand’s iconic Talisman and Enchanted Lotus collections and features internationally acclaimed British supermodel Adwoa Aboah.