De Beers London has opened its new global flagship at 12 Rue de la Paix, signaling a major step in the British jewelry house’s international expansion and its first full expression of the brand’s updated identity.

The boutique places De Beers London at the heart of Parisian high jewelry, a historic center of craftsmanship, couture, and luxury. The three‑floor, 464‑square‑meter Haussmannian building once housed the studio of royal milliner Madame Vitrot in the 1860s. De Beers collaborated with Parisian design studio Pierre Yves Rochon to transform the space into an elegant, welcoming environment that blends storytelling with refined craftsmanship.

The flagship is designed as more than a store. Private rooms and exhibition spaces will host events, salons, and intimate gatherings, making the boutique a destination for jewelry enthusiasts to connect with the brand and its history. Interiors draw on De Beers’ Southern African roots while infusing London’s energy and creativity. References to Namibia, South Africa, and Botswana, three major sources of De Beers diamonds, appear throughout the space.

The opening included a private ribbon cutting and cocktail reception attended by De Beers leadership and international clients. Al Cook, CEO of De Beers Group, Sandrine Conseiller, CEO of De Beers Brands and Diamond Desirability, and Emmanuelle Nodale, CEO of De Beers London, welcomed guests, including Chase Infiniti, Jodie Turner Smith, Adwoa Aboah, Taraji P. Henson, Zeng Shunxi, Isabelle Huppert, Adèle Exarchopoulos, and Niels Schneider, all wearing De Beers London jewelry.

The evening continued with a private celebration at the Hôtel d’Évreux near Place Vendôme, inspired by London private members clubs. Guests experienced a series of rooms with shifting moods blending music, performance, and cultural elements. Highlights included a live performance by Lily Allen and DJ sets by Agathe Mougin and Sydney Lima, with a theatrical surprise by Charly Voodoo.

The flagship positions De Beers London at the forefront of high jewelry, uniting heritage, culture, and craftsmanship.