De Beers London has opened a new flagship boutique on Rue de la Paix in Paris. The store is the brand’s largest globally and brings together its current retail concept in a single location.
The opening places De Beers London on Rue de la Paix, close to Place Vendôme, an established area for jewellery and luxury retail in Paris.
Store Opening and Launch Event
The boutique was unveiled during an evening event attended by invited clients and international guests. The ribbon cutting was led 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.
Guests included Chase Infiniti, Jodie Turner-Smith, Adwoa Aboah, Taraji P Henson, Zeng Shunxi, Isabelle Huppert, Adèle Exarchopoulos, and Niels Schneider, who wore pieces from De Beers London collections.
Following the opening, a private event was held at the Hôtel d’Évreux near Place Vendôme. Entertainment included a live performance by Lily Allen, DJ sets by Agathe Mougin and Sydney Lima, and a performance by Charly Voodoo.
Strategic Significance for the Brand
The Paris flagship reflects De Beers London’s continued investment in physical retail within the luxury jewellery sector. The opening emphasizes flagship locations as a way to present collections and brand identity directly to consumers.
The choice of Paris positions the brand in one of the world’s key markets for high jewellery and luxury goods, alongside other international jewellery houses operating there.
