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De Beers London Opens Flagship in the Heart of Paris

The jewelry house tapped renowned French designer Pierre-Yves Rochon for its newest concept

By Gay Gassmann
Luxurious modern living room with portrait artwork, curved sofa, stylish decor, and elegant lighting fixtures.
De Beers London flagship in Paris. Photo: Courtesy of De Beers London

With their unmatched diamond expertise and a unique sense of creativity, elegance, and artistry, De Beers London is embarking on a new chapter with its Paris debut at 12 rue de la Paix. Occupying a beautiful historic building just steps from the prestigious Place Vendôme, the new 5,000-square-foot maison represents the largest De Beers space in the world.

Such a prestigious boutique naturally requires an equally gifted designer. De Beers turned to none other than the renowned French interior designer Pierre-Yves Rochon, who has helped shape the dazzling interiors of the Waldorf Astoria in New York and L’Orangerie, the two Michelin-starred French restaurant at Four Seasons George V, as well as spaces for Chopard and Boucheron, also on the Place Vendôme. Each distinctly crafted destination magically preserves the DNA of the individual brands, leaning into their history, story, and creative integrity.

bookshelf with art books, abstract sculpture on orange base, decorative items, and a wall sconce against dark patterned wall
De Beers London flagship in Paris. Photo: Courtesy of De Beers London
Luxurious jewelry store interior with round display, elegant staircase, and large window showcasing nature outside.
De Beers London flagship in Paris. Photo: Courtesy of De Beers London

“The starting point was really the De Beers brief,” explains Rochon of this latest endeavor. “From the beginning, they spoke about landscapes and horizons. De Beers extracts diamonds in different parts of the world, and that geographical reality became a conceptual base for us.”

The overall story of the house is connected with the use of degradé colors to echo those specific landmarks: reflections on water in Namibia and the landscapes of Botswana. Previously, the brand’s boutiques were rendered in monochromatic white; in Paris, Rochon introduced a broader palette, “more natural tones, mineral, sandy, more connected to the earth and to water. From there, we reinterpreted those landscapes through color gradients rather than literal references.” Punctuating shades of green pay homage to gardens and the brand’s home base in London.

Modern dining room with a white table, green chairs, and decorative glass wall, surrounded by wooden blinds and greenery outside.
De Beers London flagship in Paris. Photo: Courtesy of De Beers London

Rochon has also mastered the art of introducing a residential atmosphere within a retail space and making it all work—a considered skill fully represented in De Beers’ Paris location. Everything has been carefully considered, not just in terms of architecture, but also in how one moves through the space. “The boutique is conceived like a house,” says Rochon. “You enter through what we call the Great Room and then through a gallery. There is a veranda. You take the staircase and arrive in more intimate spaces, a bar, private salons, and a library.”

Adds the designer, “I am proud that we created something that clearly says: this is De Beers.” A diamond is forever.

Framed artwork featuring a collage with landmarks, tree, and gemstones, displayed on a light-colored wall.
De Beers London flagship in Paris. Photo: Courtesy of De Beers London
Elegant jewelry showroom with modern displays featuring necklaces and a central round glass table under a chandelier.
De Beers London flagship in London. Photo: Courtesy of De Beers London
Elegant jewelry showroom with a central display table, plush seating, and soft lighting, featuring oceanic-themed decor.
De Beers London flagship in Paris. Photo: Courtesy of De Beers London
Luxurious jewelry boutique interior with display cases showcasing elegant necklaces, modern decor, and artistic wall design.
De Beers London flagship in Paris. Photo: Courtesy of De Beers London