Printed
February 18, 2025
With a refreshed model identification, 137-year-old DeBeers is marking a brand new chapter for the posh diamond jewelry model with a 2025 marketing campaign that comes with a really British really feel.
It options British supermodel Adwoa Aboah and is shot by British photographer Oliver Hadlee Pearch in a basic London townhouse.
The result’s the ‘Portraits of True Brilliance’ marketing campaign that “celebrates the timeless flair of De Beers’ iconic designs” with the refreshed model identification “cement[ing] it as a leading force in contemporary jewellery”.
It additionally comes with a brand new model emblem “anchored in the history and creativity of London, where the luxury Jewellery House was founded in 2001”.
De Beers stated the brand new identification additionally attracts on its heritage via daring and chic jewelry “that’s inspired by the nature of Africa and transformed with London’s energy and artistic spirit”.
As for the marketing campaign, Aboah “embodies the elegantly assured spirit of De Beers”, encapsulating the multifaceted brilliance of De Beers jewelry: trendy but timeless, daring but refined, uplifting but soulful”.
Within the marketing campaign, she showcases the “striking modernity” of the Talisman assortment, which is celebrating its twentieth anniversary. It options the Enchanted Lotus assortment, impressed by the lotus flower, an emblem of purity, eternity and perfection.
Céline Assimon, CEO of De Beers Jewellers, stated:“London has a unique combination of history and tradition with edginess and modernity: it’s a true melting pot of culture and creativity. In entering this new chapter, we are reinforcing our identity as a visionary brand born and raised in London, with roots and soul in the incredible nature of Southern Africa.
“Adwoa Aboah perfectly embodies the De Beers woman: she is graceful, sophisticated and committed to the causes she believes in.”
