Image courtesy of De Beers
PARIS – De Beers London, masters of diamonds since 1888, unveiled its new flagship boutique on Rue de la Paix, marking a definitive new chapter for the House.
The opening of the Paris flagship — the brand’s largest store globally — represents the first full expression of De Beers London DNA, brought to life in one of the world’s most historic centers of Haute Couture and luxury craftsmanship.
An exclusive cocktail reception and ribbon cutting took place within the boutique, welcoming friends of the House, clients and international guests who were greeted by Al Cook, CEO of De Beers Group, Sandrine Conseiller, CEO De Beers Brands and Diamond Desirability, and Emmanuelle Nodale, CEO of De Beers London, for an intimate first discovery of the new space.
Guests in attendance included Chase Infiniti, Jodie Turner-Smith, Adwoa Aboah, Taraji P.Henson, Zeng Shunxi, Isabelle Huppert, Adèle Exarchopoulos, Niels Schneider, all wearing pieces from the De Beers London collection.
Image courtesy of De Beers
The evening then continued with a private celebration near Place Vendôme at the Hôtel d’Évreux, inspired by London’s iconic private members’ clubs and conceived as a sequence of rooms and shifting atmospheres — elegant, intimate and vibrant.
Designed as a true London night in Paris, the experience blended music, performance and cultural energy. The highlight of the night was an exclusive live performance by Lily Allen, followed by DJ sets from Agathe Mougin and Sydney Lima, bridging Paris and London’s contemporary music scenes. A live performance by Charly Voodoo added a final note of surprise and theatricality to the night. More than a celebration, the evening captured the spirit of De Beers London today — where heritage meets culture, and diamonds become part of a living, modern expression.
Celebrities in attendance were dressed for the night in a selection of De Beers Diamond collections.
Image courtesy of De Beers
