De Beers Inaugurates its New Flagship Store on Rue de la Paix
On January 27th, De Beers London marked a new chapter with the unveiling of its flagship boutique on Rue de la Paix. Set in the heart of Parisian luxury, the opening of the Paris flagship — the brand’s largest store globally — represents the first full expression of De Beers London’s DNA.
The opening drew an international crowd for an intimate cocktail reception hosted at the boutique. Guests, including Chase Infiniti, Jodie Turner-Smith, Adwoa Aboah, Taraji P. Henson, Zeng Shunxi, Isabelle Huppert, Adèle Exarchopoulos, and Niels Schneider, discovered the new space while wearing pieces from the De Beers London collection.
Celebrations continued near Place Vendôme at the Hôtel d’Évreux, inspired by London’s iconic private members’ clubs. The highlight of the night was an exclusive live performance by Lily Allen, complemented by DJ sets from Sydney Lima and Agathe Mougin, as well as a live performance by Charly Voodoo. The atmosphere captured the evolving spirit of De Beers London, where heritage meets culture, and diamonds become part of a living, modern expression.
Photos: Sheraz Debbich, Jean Picon and Astrid Staes
