News Bureau

November 29, 2021

De Beers Unveils New London Flagship Store

De Beers Jewellers opened its new flagship store on Old Bond Street, following a complete concept redesign that puts natural diamonds and sustainability at the heart of the customer experience. The new design offers an inclusive atmosphere that blends open space with intimate areas, and features contemporary visuals that convey how diamonds create a lasting positive impact for the people and places where they are found.

De Beers first opened a store on Old Bond Street in 2002, reflecting the sophistication and creativity synonymous with the city. The new flagship is located at 45-50 Old Bond Street, next to the previous location, and its redesign has been inspired by Building Forever, De Beers’ commitment to create a positive long-term impact that will endure well beyond the discovery of its last diamond.

Set over two floors, the 250-sq-m store captures the different facets of De Beers’ rich heritage and showcases in a contemporary setting its iconic designs – from intricate high jewellery pieces featuring some of the world’s most exceptional diamonds, to diamond engagement rings and timeless signature fine jewellery collections, including Enchanted Lotus and Talisman, which pioneered blending rough and polished diamonds.

Every aspect of the store design, including materials and furniture, engineering (handling of energy, air, water consumption), construction, and execution are aimed at meeting the environmental requirements of Leadership in Energy and Environmental Design (LEED). This certification provides independent verification of a building’s green features, and the De Beers store in Chengdu, China, which opened earlier this year earned the prestigious gold certification.

Meticulously chosen materials and furniture in the signature colours blue wave, white cloud and orange dusk include hand-woven fabrics, decorations from locations close to De Beers’ heart. Counters have been carefully chosen to create a shared experience between client and brand ambassador and facilitate connection and diamond discovery. An intricate lighting system that brings the fire, light and brilliance of each diamond to life was designed especially for the De Beers flagship and meets rigorous energy consumption standards.

“We are delighted to open our beautiful new De Beers flagship, just in time for the holiday season. Our new store is a reflection of how we approach everything at De Beers - revealing the different layers of our heritage within a modern context, and forever celebrating our exquisite diamond designs and expert craftsmanship. To celebrate this opening, and as a true Home of Diamonds, we are presenting a selection of extremely rare fancy coloured diamond pieces. I wanted to give them the highlight they deserve and showcase what makes them so unique and precious,” said Céline Assimon, CEO De Beers Jewellers.

For those unable to visit the Old Bond Street location, a Virtual Home of Diamonds experience allows clients to connect with a diamond expert and access the store experience through cutting-edge video technology. The jewellery can be displayed in excellent detail from all angles, and additional participants can be added to the conversation with ease. New digital experiences, including a virtual try-on, will be introduced in 2022.


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