De Beers London marked a major milestone with the opening of its new Paris flagship on Rue de la Paix, just steps from Place Vendôme. The boutique, the House’s largest worldwide, signals a bold new era—bringing the full expression of De Beers London’s identity into one of luxury’s most storied districts.
The inauguration was celebrated with an intimate cocktail reception and ribbon cutting inside the space, attended by clients, friends of the House and international guests. The evening was hosted by Al Cook, CEO of De Beers Group; Sandrine Conseiller, CEO of De Beers Brands and Diamond Desirability; and Emmanuelle Nodale, CEO of De Beers London, who welcomed guests for a first look at the flagship’s design and collections.
A distinguished guest list—including Chase Infiniti, Jodie Turner-Smith, Adwoa Aboah, Taraji P. Henson, Zeng Shunxi, Isabelle Huppert, Adèle Exarchopoulos and Niels Schneider—arrived adorned in De Beers London jewellery, underscoring the House’s modern approach to diamond elegance.
Celebrations continued at the historic Hôtel d’Évreux, where the brand transformed the venue into a series of atmospheres inspired by London’s private members’ clubs. The night unfolded as a dialogue between Parisian refinement and London’s creative edge, blending music, performance and cultural expression.
An exclusive live set by Lily Allen set the tone, followed by DJ performances from Agathe Mougin and Sydney Lima, while Charly Voodoo’s theatrical performance brought an unexpected flourish. The evening reflected De Beers London’s evolving spirit—where heritage, culture and contemporary luxury converge, and diamonds are worn as living expressions rather than static symbols.