De Beers London Unveils Its Largest Global Flagship in Paris
De Beers London has opened its largest flagship store worldwide at 12 Rue de la Paix, marking a significant chapter in the brand’s evolution in 2025. Spanning 464 sq m, the new boutique—designed in collaboration with Pierre-Yves Rochon—stands as the most complete physical expression of the House’s refreshed brand identity.
Key Highlights
The Location: Located at the historic centre of High Jewellery, the flagship marks De Beers London’s return to its Parisian heritage, close to Place Vendôme, where the brand first established an office in 1889.
The Design: Spread across three levels, the interiors fuse London’s creative spirit with De Beers’ deep roots in Southern Africa. Signature features include a striking kimberlite rock wall and bespoke artistic installations.
The Concept: Conceived as more than a retail space, the flagship functions as a cultural destination, with private salons and exhibition areas created to offer immersive “journeys of discovery.”
Sustainability & Source: The boutique underscores De Beers’ unique “access to the source,” spotlighting its ties to Namibia, South Africa, and Botswana, while reinforcing its commitment to positive social and environmental impact.
“Our new Paris flagship represents a major milestone in the global expansion of De Beers London. Paris is the world’s capital of High Jewellery, and Rue de la Paix is an exceptional and historic address through which we can showcase our diamond expertise and tell our distinctive story,” says Emmanuelle Nodale, CEO, De Beers London.
The store brings De Beers London’s heritage and unparalleled diamond expertise to life at every turn. A dramatic kimberlite wall—symbolising the rare rock in which diamonds are formed—reflects the House’s deep connection to Southern Africa, the source of its exceptional stones. Custom-designed furnishings trace each diamond’s journey from rough to polished, while collaborations with local and international artists and artisans result in one-of-a-kind artworks celebrating the brand’s history, craftsmanship, and iconic design language.