De Beers Jewellers
De Beers Group · United Kingdom
De Beers Jewellers is the diamond jewellery arm of the De Beers Group, created in 2001 as a 50:50 joint venture with LVMH. De Beers bought out LVMH's stake in March 2017, and Wikipedia reports a 2025 rebrand to De Beers London.
| Established | 2001 (joint venture with LVMH) |
|---|---|
| Owner | De Beers Group (wholly owned since March 2017) |
| Parent | Anglo American (85%) and Botswana (15%) own De Beers plc |
| Flagship | Old Bond Street, London (2002) |
| Segment | Diamond jewellery |
| Website | debeers.com |
What is De Beers Jewellers?
De Beers Jewellers is the jewellery business of the De Beers Group, the diamond company whose roots date to 1888. It was established in 2001 as a 50:50 joint venture between De Beers and LVMH.
History
The first De Beers boutique opened in 2002 on Old Bond Street in London, which became the flagship. In March 2017 De Beers Group acquired LVMH's 50% stake, and the joint venture was renamed De Beers Jewellers. According to Wikipedia, the brand was rebranded as De Beers London in 2025.
Ownership
The jewellery business is wholly owned by De Beers Group. De Beers plc is itself owned 85% by Anglo American plc and 15% by the Government of Botswana. In May 2024 Anglo American announced its intention to spin off or sell De Beers as a whole, and in September 2025 Botswana and Angola proposed buying a majority stake. Wikipedia does not mention a separate sale of the jewellery arm, and the outcome of the group level process after those dates was not verified for this profile.
Products and positioning
The business sells diamond jewellery under a luxury positioning and uses the group's position in the diamond industry as its brand platform. The sources reviewed do not list specific collections.
Why it matters
De Beers Jewellers shows how a diamond producer extended into branded retail, first through a joint venture with a luxury group and then through full control. Its future is tied to the ownership decisions facing De Beers Group. Wikipedia lists Duncan Wanblad as chairman and Al Cook as chief executive of the group, but these appointments were not verified for 2026 and do not describe the jewellery arm itself.
Frequently asked questions
Who owns De Beers Jewellers?
De Beers Jewellers is wholly owned by De Beers Group, which bought LVMH's 50% stake in March 2017. De Beers plc is 85% owned by Anglo American and 15% by the Government of Botswana.
Where is De Beers Jewellers from?
It is a British based jewellery business created in London in 2001. Its first boutique opened on Old Bond Street in 2002.