De Beers London has opened a new flagship store at 12 Rue de la Paix in Paris, marking a major step in the brand’s global retail expansion. The boutique, the largest in the world for the British jewellery house, sits in the historic heart of high jewellery and luxury fashion.
The three-floor, 464 sq m store is the first full retail expression of De Beers London’s updated brand identity introduced in February 2025. It blends references to the company’s Southern African diamond heritage with the energy and creativity of London design.
Emmanuelle Nodale, CEO of De Beers London, said: “Our new Paris flagship marks a key milestone in De Beers London’s global expansion. Located on historic Rue de la Paix, it is the first expression of our bold new retail concept, blending our Southern African heritage with the energy of London. The space invites clients on a voyage of discovery, showcasing exceptional diamonds, creativity and craftsmanship, while highlighting our unique access to diamonds at source and their positive impact.”
Located in a Hausmannian building once home to a royal milliner’s studio in the 1860s, the store features private salons, exhibition spaces, and a retail experience designed for events and personalised client interaction.
The boutique’s interior pays homage to De Beers’ roots in Botswana, Namibia and South Africa and includes bespoke design elements that highlight the journey of diamonds from rough stone to polished gem.
The opening was celebrated during Paris Couture Week with a high-profile event attended by celebrities and brand friends, underscoring the flagship’s role as both a retail destination and cultural hub.
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