De Beers Retail Unit Drops 'Diamond' from Name

RAPAPORT De Beers has renamed its retail chain De Beers Jewellers “to reflect the public brand identity already in use,” a company spokesperson confirmed to Rapaport News Wednesday. The London-headquartered retailer announced the change in a filing last week with Companies House, a UK government agency holding information on businesses. De Beers bought out the brand, formerly known as De Beers Diamond Jewellers, in March 2017, having previously owned 50% of it in a joint venture with LVMH Moët Hennessy Louis Vuitton It subsequently put Stephen Lussier, De Beers’ executive vice president for marketing, in charge of the operation, with the brand’s CEO, François Delage, reporting directly to him. . Source