{"id":707000,"date":"2026-01-19T19:28:16","date_gmt":"2026-01-19T19:28:16","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/707000\/"},"modified":"2026-01-19T19:28:16","modified_gmt":"2026-01-19T19:28:16","slug":"de-beers-london-introduces-new-retail-concept-with-paris-flagship","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/707000\/","title":{"rendered":"De Beers London Introduces New Retail Concept With Paris Flagship"},"content":{"rendered":"

\n\tPARIS \u2014 <\/strong>De Beers<\/a> London is starting the year with a new home.<\/p>\n

\n\tThe jeweler on Monday unveiled its flagship on Rue de la Paix, a move that cements the rebranding revealed in February 2025 that included its current moniker alongside a new tag line and campaign.<\/p>\n

\n\tLocated at 12 Rue de la Paix, the new store sits in a recently overhauled 19th-century Haussmann-style building once home to Belle Epoque star milliner Madame Virot, a prime location directly across the street from Cartier\u2019s 13 Paix flagship.<\/p>\n

\n\tSuch a prime location \u201cof course positions us among the other jewelry houses in this Rue de la Paix [to] Place Vend\u00f4me axis,\u201d De Beers<\/a> London\u2019s chief executive officer Emmanuelle Nodale told WWD in an exclusive interview.<\/p>\n

\t\t\t\t\t\t\"\"<\/p>\n

\t\t\t\t\tInside the Paris flagship.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of De Beers London<\/p>\n

\n\t\u201cStrategically, it\u2019s interesting because it also allows us to develop our notoriety with the Parisian and French clients who know us through the [Printemps and Galeries Lafayette] department stores,\u201d she said. \u201cIt\u2019s a different expression of the brand \u2014 and then there is all the international visibility that Paris offers on jewelry that allows us to draw that clientele, particularly for high jewelry, during events such as couture.\u201d<\/p>\n

\n\tSpread across 5,000 square feet, with a 3,670-square-foot retail surface, the Paris store is also the first to showcase a new retail concept \u201cintegrating this contrast and bridge between Southern Africa and London, and also always having this red thread of this journey of the diamond\u201d from mine to jewelry, the executive added.<\/p>\n

\n\tUnfurling across three levels, the design imagined by French architectural practice Pierre-Yves Rochon brings together touches that nod to rough diamonds, the African continent and the British capital in an immersive ensemble.<\/p>\n

\n\tSuch nods start from the street, where a stylized wave inspired by the Namibian coast takes pride of place in the 50-foot storefront. Upon stepping inside, the first impression is a whiff of a scent alluding to London parks and the nature around African lodges; the scent was developed by British perfumer Roja.<\/p>\n

\n\tNext comes the Kimberlite Wall, a sculpture carved from the rock best known as the main host matrix for the gemstones by Dutch artist Ward Strootman. This takes pride of place between the ground and first floors, while a chandelier by Italian glass specialist Venini nods to the stone\u2019s octahedral crystal conformation.<\/p>\n

\n\tOther works include a hand-painted silk triptych with embroideries of pearls and micro-diamonds by Parisian artist Xiaobei Dong and a collage by Constantin Prozorov retracing key moments of the brand such as the \u201cA Diamond Is Forever\u201d slogan, the invention of the 4Cs used to evaluate diamonds, conservation efforts on the Okavango delta and the inception of the Kimberley Process.<\/p>\n

\t\t\t\t\t\t\"\"<\/p>\n

\t\t\t\t\tDisplay cases in the store.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of De Beers London<\/p>\n

\n\tThroughout, a series of nooks and private salons telegraph an intimate feel, reinforced by a textile palette hailing from the likes of high-end French and British specialists Leli\u00e8vre, Pierre Frey, Thorp of London and Turnell & Gigon.<\/p>\n

\n\tEpitomizing this high-end home impression is the London Library, a first-floor VIP salon inspired by the city\u2019s town houses that features a fireplace, bespoke armchairs and Liberty of London fabrics. There will even be Fortnum & Mason tea on offer for visitors.<\/p>\n

\n\t\u201cThis rather unique and singular, very authentic combination sets us apart from other jewelry houses and will surprise,\u201d Nodale said. \u201cRevealing this concept marks the reaffirmation of our brand territory, which will be continued through what we present in our collections.\u201d<\/p>\n

\n\tExhibit A: the Echo high jewelry necklace unveiled on Monday at the Paris flagship.<\/p>\n

\n\tDrawn from the opening chapter of the Vibrations high jewelry collection that will make its debut later in January, the rough white diamonds that trim the design mark the first appearance of stones sourced through the GemFair initiative, which supports artisanal miners through fair pay, ethical practices and sustainable community development.<\/p>\n

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\t\t\t\t\tGouach\u00e9 of the Echo high jewelry necklace.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of De Beers London<\/p>\n

\n\tAfter Paris, the new retail blueprint will be rolled out to the upcoming Hong Kong flagship, a relocation from the luxury Landmark shopping mall to the no-less-upscale Prince\u2019s Building complex nearby.<\/p>\n

\n\tThe new format will be rolled out across the brand\u2019s 37 doors globally, which include 24 owned stores including flagships in New York, London and Shanghai and 13 franchised doors with various partners.<\/p>\n

\n\tNodale said the Paris flagship signaled the jeweler\u2019s ambitions in terms of brand coherence and depth of collections rather than rapid geographic spread of its retail network.<\/p>\n

\n\t\u201cWe have an enormous potential where we are present that we can really continue to develop,\u201d she said, highlighting France as well as Dubai, where it recently opened a flagship. \u201cOnce we have those codes well defined and this development, it will bring us more growth and development.\u201d<\/p>\n

\n\tThat said, there are already new markets in her sights such as South Korea, \u201ca market that is exploding and the kind of country we are looking at very closely to evaluate short-term openings,\u201d she added. Singapore is another destination with potential.<\/p>\n

\t\t\t\t\t\t\"\"<\/p>\n

\t\t\t\t\tSpaces on the first floor<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of De Beers London<\/p>\n

\n\tMeanwhile, the brand is \u201cbenefiting very strongly from the positive momentum of jewelry, particularly on icons such as Lotus and Talisman, which celebrated its 20th anniversary this year,\u201d she said.<\/p>\n

\n\tTaking a design-driven rather than diamond-centric approach has already started to show results.<\/p>\n

\n\t\u201cWe have had some very, very beautiful sales on the collection this year,\u201d she added. \u201cSo we are being driven by this strategic approach on design-driven pieces through our icons and high jewelry.\u201d<\/p>\n

\n\tIn this segment, which starts above 100,000 euros for De Beers London, \u201cclient feedback has been exceptional,\u201d the CEO said. This is particularly encouraging given it is a \u201cvery important part\u201d of the company\u2019s turnover, although Nodale declined to share a specific proportion.<\/p>\n

\t\t\t\t\t\t\"Emmanuelle<\/p>\n

\t\t\t\t\tEmmanuelle Nodale<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of De Beers London<\/p>\n

\n\tThis shift is taking place at a moment where having access to some of the most beautiful and rare diamonds in the world is no longer enough.<\/p>\n

\n\t\u201cWhen I joined De Beers [in June 2025], I found a house that has a long history, in particular as an expert in diamonds,\u201d Nodale told the WWD x SJ Global Fashion and Business Conference in November. \u201cBut that is not enough for building a brand. To have beautiful diamonds, you need to tell stories and build desirability and emotion with your clients.\u201d<\/p>\n

\n\tMeanwhile, the sale of the jeweler\u2019s parent company De Beers could be imminent. The miner was put up for sale in 2024 by its owner Anglo American, which is looking to divest its interests in diamonds amid plummeting prices, a downturn in luxury consumption, a flood of lab-grown stones and global geopolitical turmoil.<\/p>\n","protected":false},"excerpt":{"rendered":"PARIS \u2014 De Beers London is starting the year with a new home. The jeweler on Monday unveiled…\n","protected":false},"author":2,"featured_media":707001,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[7757],"tags":[748,144883,393,4884,257,16,15],"class_list":["post-707000","post","type-post","status-publish","format-standard","has-post-thumbnail","category-london","tag-britain","tag-de-beers","tag-england","tag-great-britain","tag-london","tag-uk","tag-united-kingdom"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@uk\/115923420178299822","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/707000","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/comments?post=707000"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/707000\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media\/707001"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media?parent=707000"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/categories?post=707000"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/tags?post=707000"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}