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De Beers London Opens Largest Global Flagship on Rue de la Paix February 05, 2026 (0 comments)
Rue de la Paix, France--De Beers London has opened its first standalone boutique in Paris, a 464-square-meter flagship located on Rue de la Paix near Place Vendôme, according to a news release. The opening, which coincides with Haute Couture Week, establishes the location as the largest retail outlet in the jeweler’s global network.
Occupying a listed Haussmann-style building that formerly housed the mid-19th-century workshop of court milliner Madame Vitrot, the three-level store was designed by the Pierre-Yves Rochon studio.
The release stated that interior design references the company's origins in Botswana, Namibia, and South Africa, featuring custom furniture and a wall constructed of kimberlite, the igneous rock in which diamonds form.
The launch follows the brand's 2025 corporate rebranding and expands its footprint to approximately 30 boutiques worldwide, half of which are located in Greater China. Before this opening, the Anglo-American-owned jeweler operated in Paris exclusively through concessions at Printemps and Galeries Lafayette.
Read more in this news release.
[Images via DeBeers]