De Beers London Unveils Its Largest Flagship Worldwide on Paris’s Rue de la Paix

De Beers London has strengthened its global retail presence with the opening of a landmark flagship boutique in Paris, unveiling its largest store worldwide at 12 Rue de la Paix—one of the most prestigious addresses in high jewellery and luxury fashion.

Spanning 464 square metres across three floors, the Paris flagship represents the first complete retail expression of De Beers London’s new brand identity, introduced earlier in February 2025. The space brings together the house’s Southern African diamond heritage with the progressive spirit and creative edge associated with London design.

Designed as an immersive experience rather than a traditional boutique, the store invites visitors to explore De Beers’ diamonds through curated storytelling. Private salons, flexible exhibition areas and event-ready spaces support bespoke client journeys and personalised consultations.

Emmanuelle Nodale, Chief Executive Officer of De Beers London, described the opening as a pivotal moment for the brand, noting that the Paris flagship embodies both heritage and modernity. She emphasised that the new retail concept highlights De Beers London’s rare position in the industry—its direct access to diamonds at source and the positive social and economic impact of diamond production in Southern Africa.

Housed within a Haussmann-era building that once accommodated a royal milliner’s atelier in the 1860s, the boutique carries a sense of historical continuity. Interior design elements draw inspiration from Botswana, Namibia and South Africa, tracing the diamond’s journey from rough stone to refined jewel through bespoke materials, textures and artistic details.

The launch coincided with Paris Couture Week, where the opening was marked by a high-profile celebration attended by celebrities and long-standing friends of the brand. With this debut, De Beers London positions its Paris flagship not only as a premier retail address, but also as a cultural and creative destination within the global luxury landscape.