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.


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.”