De Beers Jewellers has debuted its new London flagship store on the city’s Old Bond Street.

De Beers first opened a store on Old Bond Street in 2002. The new flagship is located at 45-50 Old Bond Street, next to the previous location.

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.

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Set over two floors, the shop hopes to entice customers with its range of “extremely rare fancy coloured diamond pieces”.

Céline Assimon, CEO of De Beers Jewellers, commented: “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.”