“London by De Beers” New Collection

De Beers store, 50 Old Bond Street

November 3rd, 2016

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In 2001, the first De Beers store opened its doors at 50 Old Bond Street and after nearly 15 years after, on 3 October 2016, the directors of De Beers invited its honorary guests for an unveiling and introducing their first collection created as a tribute to their brand’s founding city – London: “London by De Beers”, which was styled with eveningwear by Emilia Wickstead.

Alina Blinova with "London by De Beers" models wearing Emilia Wickstead

Alina Blinova with “London by De Beers” models wearing Emilia Wickstead

The “London by De Beers” collection mirrors the story of De Beers London muse – an elegant, independent and talented female icon and inviting you to step in her shoes and, with a daydream sensibility, experience the iconic panorama of the city through a series of monumental designs, capturing five landmarks it passes in exceptional diamond form – Albert Bridge, Battersea Light, Elizabeth Tower, London Eye and bringing the Collection together, the Thames Path.

“The 5 sets showcase exceptional, fluid craftsmanship to reflect the water and the light through the beautiful combination of diamond cuts and skilful jewellery techniques.” François Delage, CEO De Beers Diamonds Jewellers.

I would like to personally thank Sidonie Robert – Degove (Managing Director) and congratulate on absolutely timeless creation which “London by De Beers” has shown us and Thank for such a marvellous present to all Londoners.