{"id":188321,"date":"2026-01-30T18:05:17","date_gmt":"2026-01-30T17:05:17","guid":{"rendered":"https:\/\/luxus-plus.com\/?p=188321"},"modified":"2026-02-03T16:53:19","modified_gmt":"2026-02-03T15:53:19","slug":"fine-jewelry-de-beers-london-chooses-paris-for-its-largest-flagship-store","status":"publish","type":"post","link":"https:\/\/luxus-plus.com\/en\/fine-jewelry-de-beers-london-chooses-paris-for-its-largest-flagship-store\/","title":{"rendered":"Fine Jewelry: De Beers London chooses Paris for its largest flagship store"},"content":{"rendered":"

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 Vend\u00f4me, this flagship store is also the largest outlet to date for the fine jewelry house.<\/h4>\n

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\u201cThe largest store in the world\u201d De Beers<\/b> is now in Paris<\/b>.<\/p>\n

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And not just anywhere: on Rue de la Paix, a stone’s throw from the historic heart of fine jewelry, Place Vend\u00f4me, not far from the offices occupied by the mining group in the 19th century.<\/p>\n

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A tribute to its African roots<\/h2>\n

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For its new Parisian flagship boutique, De Beers has chosen to occupy a Haussmann-style building listed as a historic monument<\/strong>. It was once the workshop of the court milliner, Madame Vitrot<\/strong>, who occupied it in the mid-19th century.<\/p>\n

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Its 464 m\u00b2<\/b> of floor space, spread over three levels<\/b>, makes the Rue de la Paix boutique the largest in the De Beers London<\/b> network. To reinforce this uniqueness and the prestige of the brand, the House called on the Pierre-Yves Rochon studio<\/b>, renowned for its elegant and sophisticated designs.<\/p>\n

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\"DeBeers
\u00a9 <\/span>De Beers london<\/figcaption><\/figure>\n

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For inspiration, the famous interior designer chose to pay tribute to the South African origins of De Beers<\/strong>. The store is filled with references to Botswana, Namibia, and South Africa<\/strong>, 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<\/b> and unique works of art created with local and international artists and artisans.<\/b><\/p>\n

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\"DeBeers
\u00a9 <\/span>De Beers London<\/figcaption><\/figure>\n

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This opening follows the jewelry brand’s rebranding in 2025<\/b>, 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.<\/p>\n

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Until now, De Beers London had only two points of sale in Paris, both in department stores<\/strong> (Printemps and Galeries Lafayette on Boulevard Haussmann). This new address expands its international network<\/strong> to around 30 boutiques<\/strong>, half of which are located in Greater China.<\/p>\n

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Read also > De Beers London appoints Emmanuelle Nodale as its new head<\/a><\/p>\n

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Featured photo: \u00a9 De Beers London<\/p>\n","protected":false},"excerpt":{"rendered":"

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 Vend\u00f4me, this flagship store is also the largest outlet to date for the fine jewelry house.<\/p>\n","protected":false},"author":507,"featured_media":188320,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"%%post_title%% %%sep%% %%sitetitle%%","_seopress_titles_desc":"Jeweler De Beers London has just inaugurated its flagship store on Rue de la Paix in Paris during Haute Couture week.","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"none","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"both","_seopress_redirections_param":"","_seopress_redirections_type":301,"_seopress_analysis_target_kw":"","footnotes":""},"categories":[5868],"tags":[23239,23240,24005,22419,23173,23008],"class_list":["post-188321","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail","tag-de-beers-en","tag-haute-joaillerie-en","tag-horlogerie-joaillerie-en","tag-news-en","tag-paris-en","tag-retail-en"],"_links":{"self":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts\/188321","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/users\/507"}],"replies":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/comments?post=188321"}],"version-history":[{"count":0,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts\/188321\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/media\/188320"}],"wp:attachment":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/media?parent=188321"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/categories?post=188321"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/tags?post=188321"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}