Introducing De Beers, our latest Walpole member

Founded in London with a flagship store on Old Bond Street and a presence in the most exclusive locations around the world, De Beers is the pinnacle of luxury diamond jewellery. Building on over 135 years of expertise, the luxury jewellery house glorifies the world’s most beautiful diamonds through creativity and craftsmanship in timeless, distinctive designs.

Learn a little more about our latest addition to the Walpole membership in our interview with De Beers Chief Marketing Officer, Henry Liu...

Walpole: Tell us about the history of your brand…

Henry Liu: Our diamond expertise stretches back to 1888. For over 135 years, we have been the authority on diamonds as a symbol of life’s most profound emotions. Our roots are grounded in Africa: in Namibia’s golden dunes, Botswana’s lush Okavango Delta, and South Africa’s diverse ecosystem, all of which inspire our iconic designs. But it was in London that we became a luxury design-led jewellery house, over 20 years ago. 

What is your brand best known for?

Our jewellery house, launched in 2001, has quickly become a leading force in contemporary diamond jewellery. While we're a relatively young house, we lean on our heritage and unparalleled diamond expertise – but what set us apart is our creativity and capacity to innovate, pushing beyond traditional boundaries. 

Our diamonds are ethically sourced in Botswana, Canada, Namibia, and South Africa, and we lean on our roots for design inspiration. Our latest high jewellery collection, Essence of Nature, for example, is inspired by the beauty of Southern African trees, while our Enchanted Lotus collection is a tribute to the magical flower found in Botswana’s Okavango Delta. 

The house's creations are precious not just for their beauty, but for the meaning they hold. We help mark life's gradual evolution and the heartfelt moments, big and small, that define who we become. Through our jewellery, we celebrate joy, strength, success, and love, creating pieces that become part of the rich tapestry of our lives, cherished by this generation and the next.

What has been a significant achievement in your company’s timeline?

There are so many! In 2001, we opened our first flagship store on Old Bond St in London, which marked the official launch of the jewellery house. In 2012, we debuted at Paris Couture Week with the high jewellery collection Imaginary Nature by De Beers. In 2017, the De Beers Group announced a three-year partnership with UN Women to support women and girls in its operating countries, to challenge gender stereotypes and accelerate the advancement of women across the organisation. And this year – a very special year for us – we will be celebrating the 20th anniversary of our Talisman collection.

Why does your brand represent the very best in British luxury?

While we established our reputation as a trusted diamond leader, it was in London that we became jewellers. Like our home city, we are constantly evolving, honouring our past while innovating for the future. Our London roots give us the creative edge and have taught us to embrace continuous transformation while always delivering the pinnacle of luxury.

London's vibrant blend of heritage and modernity fuels our creativity. The city's artistic energy inspires us to create jewellery that is contemporary yet timeless, daring yet refined, classic with an unexpected edge. Our pieces reflect the multifaceted brilliance of the city we proudly call home.

What attracted you to becoming a Walpole member?

The Walpole membership aligns with our strategic goals. Many still do not know we are a London-based jewellery house, so it helps us strengthen our British luxury credentials. It provides us with access to valuable connections for strategic partnerships and collaborations, as well as UK-centric luxury insights. Finally, it allows us to be part of important conversations which shape the future of British luxury.

If you could collaborate with another Walpole member, which one would you choose?

We will be looking at business in the luxury space and partnerships that resonate with HNWI clients, aligning with our craftsmanship and storytelling. For instance, collaborations with high-end British brand known for exclusivity and artisanal excellence could offer unique co-branded experiences that appeal to our shared audience.

Tell us about an exciting development or new launch for your brand in the coming months?

2025 is an exciting year for our house. In February, we launched a new brand campaign, ‘Portraits of True Brilliance’, featuring British supermodel Adwoa Aboah [pictured above] alongside a new brand logo, De Beers London – drawing on our rich heritage to create timeless jewellery that is inspired by the nature of Africa and transformed with London’s energy and artistic spirit. 

This year we are celebrating the 20th anniversary of our iconic Talisman collection - the only luxury jewellery collection that blends rough and polished diamonds. We are also opening our first flagship stores in Dubai this month and in Paris on Rue de la Paix in the winter.

Learn more about De Beers in the company's Walpole member profile