De Beers London has opened a new flagship store at 12 Rue de la Paix in Paris, marking a major step in the brand\u2019s global retail expansion. The boutique, the largest in the world for the British jewellery house, sits in the historic heart of high jewellery and luxury fashion.<\/p>\n
The three-floor, 464 sq m store is the first full retail expression of De Beers London\u2019s updated brand identity introduced in February 2025. It blends references to the company\u2019s Southern African diamond heritage with the energy and creativity of London design.<\/p>\n
Emmanuelle Nodale, CEO of De Beers London, said: \u201cOur new Paris flagship marks a key milestone in De Beers London\u2019s global expansion. Located on historic Rue de la Paix, it is the first expression of our bold new retail concept, blending our Southern African heritage with the energy of London. The space invites clients on a voyage of discovery, showcasing exceptional diamonds, creativity and craftsmanship, while highlighting our unique access to diamonds at source and their positive impact.\u201d<\/p>\n
Located in a Hausmannian building once home to a royal milliner\u2019s studio in the 1860s, the store features private salons, exhibition spaces, and a retail experience designed for events and personalised client interaction.<\/p>\n
The boutique\u2019s interior pays homage to De Beers\u2019 roots in Botswana, Namibia and South Africa and includes bespoke design elements that highlight the journey of diamonds from rough stone to polished gem.<\/p>\n
The opening was celebrated during Paris Couture Week with a high-profile event attended by celebrities and brand friends, underscoring the flagship\u2019s role as both a retail destination and cultural hub.<\/p>\n","protected":false},"excerpt":{"rendered":"
De Beers London has opened a new flagship store at 12 Rue de la Paix in Paris, marking a major step in the brand\u2019s global retail expansion. The boutique, the largest in the world for the British jewellery house, sits in the historic heart of high jewellery and luxury fashion. The three-floor, 464 sq m…<\/p>\n","protected":false},"author":1,"featured_media":34947,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[83],"tags":[],"thb-sponsors":[],"class_list":["post-34946","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bulletin"],"acf":[],"yoast_head":"\n