De Beers Jewellery Rebrands as De Beers London

De Beers Jewellers has changed its name to De Beers London, as part of a rebrand that emphasizes its place in the high-end luxury market. 

The move also establishes a link to the company’s home city of London, one of the fashion and luxury capitals of the world, it said last week in a LinkedIn post. Additionally, it reinforces the group’s position as the only luxury jewelry house with direct access to natural diamonds from the source, which it believes is a pivotal step in building a strong portfolio of brands, De Beers explained. 

De Beers has also launched a new campaign in conjunction with the rebrand, called “Portraits of True Brilliance.” The ad focuses on De Beers’ Talisman and Enchanted Lotus collections, which it calls “iconic and timeless.” The campaign stars British supermodel Adwoa Aboah. 

“Proud of this new brand narrative and campaign,” De Beers London CEO Céline Assimon wrote on her LinkedIn page. “Adwoa is the perfect muse for De Beers London.”