De Beers Jewellers has been rebranded as De Beers London with a new campaign celebrating the company’s roots in London and southern Africa, with the tag line “True brilliance comes from within.”

Top model Adwoa Aboah launches a new campaign for De Beers London called Portraits of True Brilliance. In addition to her career as a model, Aboah is a mental health activist and new mom.

This name change reflects the brand’s new attitude, which is female-focused and proud of its roots in London and southern Africa. Much of that pride is well-deserved because De Beers in Botswana is making historic changes outlined in AOC’s July 2023 post Botswana and De Beers Renew Long-Term, Progressive Diamond Mining Partnership.

AOC has revisited the history of De Beers in southern Africa, including new changes that will be finalized late in 2025. We will issue that post shortly. When a luxury jewelry house turns its attention to its female clientele, we want to enhance today’s story. I hope the Trump Administration doesn’t try to purge this wise De Beers decision to market directly to women of means.

Photographer Oliver Hadlee Pearch [IG] shot the De Beers London campaign in a London townhouse. Aboah is photographed wearing pieces from the Talisman collection, which is celebrating its 20th anniversary this year. The collection combines rough and polished diamonds, and challenged convention when it launched in 2005, according to CEO Céline Assimon’s four-year tenure as the champion of this new approach and De Beers rebrand.