The diamond specialist, owned by mining giant Anglo American, has just opened its very first Parisian store on Rue de la Paix, right in the middle of Haute Couture Week. Just a stone’s throw from Place Vendôme, this flagship store is also the largest outlet to date for the fine jewelry house.
“The largest store in the world” De Beers is now in Paris.
And not just anywhere: on Rue de la Paix, a stone’s throw from the historic heart of fine jewelry, Place Vendôme, not far from the offices occupied by the mining group in the 19th century.
A tribute to its African roots
For its new Parisian flagship boutique, De Beers has chosen to occupy a Haussmann-style building listed as a historic monument. It was once the workshop of the court milliner, Madame Vitrot, who occupied it in the mid-19th century.
Its 464 m² of floor space, spread over three levels, makes the Rue de la Paix boutique the largest in the De Beers London network. To reinforce this uniqueness and the prestige of the brand, the House called on the Pierre-Yves Rochon studio, renowned for its elegant and sophisticated designs.
For inspiration, the famous interior designer chose to pay tribute to the South African origins of De Beers. The store is filled with references to Botswana, Namibia, and South Africa, three countries deeply linked to its history and heritage. Upon entering, visitors are greeted by a wall of kimberlite, a rare rock in which diamonds are formed. The sales area features custom-made furniture and unique works of art created with local and international artists and artisans.
This opening follows the jewelry brand’s rebranding in 2025, which opted for a more contemporary and embodied identity. The customer experience goes beyond simply presenting the diamond collections, it also focuses on their history and the craftsmanship involved in their creation.
Until now, De Beers London had only two points of sale in Paris, both in department stores (Printemps and Galeries Lafayette on Boulevard Haussmann). This new address expands its international network to around 30 boutiques, half of which are located in Greater China.
Read also > De Beers London appoints Emmanuelle Nodale as its new head
Featured photo: © De Beers London
