The De Beers Retail division removes diamond from the name

De Beers public brand identity, has been renamed ”De Beers Jewellers” to reflect the companys retail chain.

De Beers acquired fully the formerly known De Beers Diamond Jewellers in 2017. Which was a partnership with LVMH Moët Hennessy Louis Vuitton.

The London headquartered retailer announced Stephen Lussier, as De Beers executive vice president for marketing in charge of the operation.