With a refreshed brand identity, 137-year-old DeBeers is marking a new chapter for the luxury diamond jewellery brand with a 2025 campaign that comes with a very British feel.

It features British supermodel Adwoa Aboah and is shot by British photographer Oliver Hadlee Pearch in a classic London townhouse.

The result is the ‘Portraits of True Brilliance’ campaign that “celebrates the timeless flair of De Beers’ iconic designs” with the refreshed brand identity “cement[ing] it as a leading force in contemporary jewellery”. 

It also comes with a new brand logo “anchored in the history and creativity of London, where the luxury Jewellery House was founded in 2001”.

De Beers said the new identity also draws on its heritage through bold and elegant jewellery “that’s inspired by the nature of Africa and transformed with London’s energy and artistic spirit”. 

As for the campaign, Aboah “embodies the elegantly assured spirit of De Beers”, encapsulating the multifaceted brilliance of De Beers jewellery: modern yet timeless, daring yet refined, uplifting yet soulful”.

In the campaign, she showcases the “striking modernity” of the Talisman collection, which is celebrating its 20th anniversary. It features the Enchanted Lotus collection, inspired by the lotus flower, a symbol of purity, eternity and perfection.

Céline Assimon, CEO of De Beers Jewellers, said:“London has a unique combination of history and tradition with edginess and modernity: it’s a true melting pot of culture and creativity. In entering this new chapter, we are reinforcing our identity as a visionary brand born and raised in London, with roots and soul in the incredible nature of Southern Africa.

“Adwoa Aboah perfectly embodies the De Beers woman: she is graceful, sophisticated and committed to the causes she believes in.”