Adwoa Aboah Launches De Beers London Rebrand in Botswana-Inspired High Jewelry

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.

Assimon is leaving the luxury house in the coming weeks, and the search is on for her successor. “London has a unique combination of history and tradition with edginess and modernity. It’s a true melting pot of culture and creativity. We are reinforcing our identity as a brand born and raised in London, with roots and soul in the incredible nature of southern Africa,” she explained further.

“We’ve been working hard behind the scenes,” Assimon said. “Collaborating with my team to research and articulate [De Beers’] distinctive DNA has been a remarkable adventure. The blend of African heritage with a touch of London sophistication resonates deeply.”

In addition to the Talisman collection, Adwoa Aboah wears pieces from the Enchanted Lotus collection. The jewelry shapes are inspired by the watery flower, which grows abundantly in the Okavango Delta in Botswana. AOC has written about the flower and also the Okavango Delta and we’ll pull all the links.

Assimon and her team picked Aboah for the campaign because she “perfectly embodies the De Beers woman. She is graceful, sophisticated and committed to the causes she believes in. Most of all, she is absolutely unafraid to be her authentic self. She personifies our belief that true brilliance comes from within,” she said.

Assimon said that both the Talisman and Enchanted Lotus brands experienced double-digit growth in 2024. In addition to women buying more unconventional jewelry for themselves, Assimon notes that “We’re also seeing women wanting to layer more design pieces with classic ones to express their own creativity.”

On March 8, De Beers will open a store in Dubai in partnership with Chalhoub group. Its long-awaited Paris flagship at 12 Rue de la Paix is expected to open in the fourth quarter.

As for picking Adwoa Aboah for the campaign, Assimon says she “perfectly embodies the De Beers woman. She is graceful, sophisticated and committed to the causes she believes in. Most of all, she is absolutely unafraid to be her authentic self. She personifies our belief that true brilliance comes from within.”