De Beers: Portraits of True Brilliance, a new era embodied by Adwoa Aboah
In a world where brilliance and excellence know no boundaries, De Beers unveils its 2025 campaign, a manifesto of contemporary and timeless luxury
Portraits of True Brilliance is an ode to pure elegance and uncompromising beauty, where the ancestral savoir-faire of the House of De Beers meets a resolutely modern identity. And to embody this vision, De Beers chooses British supermodel Adwoa Aboah , an icon of style and character, with a career as captivating as the campaign itself.
Captured by the lens of the talented Oliver Hadlee Pearch in a sober and refined setting of a London townhouse, this campaign marks a turning point for De Beers . More than just an image, it symbolises the renewal of the Maison’s identity, a reaffirmation of its undisputed place in the world of diamonds and luxury jewellery. Since 1888, De Beers has distinguished itself as an industry pioneer, combining exceptional know-how and creative audacity. The 2025 campaign, like a subtle nod to its heritage, celebrates this unique fusion of tradition and innovation.
Adwoa Aboah: the icon of a new era
Adwoa Aboah , originally from London, has never stopped pushing the boundaries of self-expression. Cosmopolitan and committed, she carries within her the soul of an era where authenticity is expressed in all its nuances. Through her vibrant personality and effortless style, Adwoa embodies the very spirit of De Beers: bold, timeless and full of grace . She is a modern muse, a key figure in the fashion world, and today, a perfect ambassador for this House whose jewels celebrate the many facets of femininity.
In this campaign, Adwoa comes to life under the sparkle of De Beers diamonds, merging with the brand's iconic creations. Her presence illuminates each piece, embodying the perfect marriage between refinement and the raw force of nature, represented here by the Talisman collection.
Talisman: the audacity of the rough diamond
Talisman , an iconic collection, celebrates its 20th anniversary this year. Born from De Beers ' bold vision, it redefined the codes of jewelry in 2005, by combining rough and polished diamonds for the first time. These diamonds of pure beauty, born from the earth, retain their original brilliance while being sublimated by the House's unrivaled expertise. Adwoa Aboah, radiant and charismatic, powerfully wears these exceptional stones, ancestral symbols of strength and resilience. Like rough diamonds, she embodies this raw beauty that resides in each of us, a magnetic, unalterable and unique force.
Enchanted Lotus: The purity of minimalist design
Beyond Talisman, the campaign also highlights the Enchanted Lotus collection, which draws inspiration from the timeless beauty of the lotus flower. A symbol of purity, perfection and eternity, it blooms every morning in the Okavango Delta, a natural sanctuary protected by De Beers Group. This is where the House finds its essence, in the perfect balance between the wild nature of Africa and the creative energy of London.
The jewels of the Enchanted Lotus collection, with their clean and minimalist lines, rise up as metaphors of rebirth and vital momentum. Adwoa Aboah, with her natural grace, perfectly embodies this philosophy: beauty lies in simplicity, in the purity of forms and in the power of symbolism.
The evolution of De Beers: from Africa to London, a strong identity
London , a melting pot of cultures, history and modernity, becomes the ultimate arena for De Beers . With this new chapter, the House affirms its bold and avant-garde vision while honouring its African roots, deeply rooted in the continent’s wild and unspoiled nature. The new De Beers logo, which marks this evolution, draws inspiration from the House’s London roots, while being a vibrant tribute to the raw and pure beauty of diamonds from Africa.
Céline Assimon, Managing Director of De Beers Jewellers, sums up this evolution: "London combines a rich history and strong traditions with a bold modernity and an avant-garde spirit: it is a true cultural and creative melting pot. With this new chapter, we are strengthening our London identity, while honouring our roots anchored in the incredible nature of southern Africa."
The Portraits of True Brilliance campaign not only celebrates the beauty of De Beers jewellery, it also illustrates the Maison’s philosophy: diamonds are not mere ornaments, but powerful symbols of our own evolution. De Beers shines a light on the precious moments that shape our identity, the moments when our inner brilliance is revealed. Because, as Adwoa Aboah so aptly puts it: “True brilliance comes from within.”
An essential truth, enhanced by the brilliance of De Beers diamonds , in a campaign that invites us to look beyond the shine, towards what is truly precious.
