BRINGING her London-edge to the latest De Beers campaign, British activist and model Adwoa Aboah fronts the diamond experts latest showcase titled the Portraits of True Brilliance. Lensed by fashion photographer Oliver Hadlee Pearch, he captures the new additions to the Talisman and Enchanted Lotus collections marking the start of a new chapter for the brand.
Touching on this, Celine Assimon, the CEO of the company said, “In entering this new chapter, we are reinforcing our identity as a visionary brand born and raised in London, with roots and soul in the incredible nature of South Africa”.
De Beers 2025 Campaign
Much like De Beers, Aboah is a native Londoner. With a storied career that has seen her appear on the covers of Vogue, i-D and Dazed, she has also been named a ‘next generation leader’ on the cover of TIME magazine. Establishing the non-profit organisation, Gurls Talk in 2015, she has embarked on a journey beyond the glitz and glamour of fashion and created a safe space for women to speak about their mental health struggles and been championed for that ever since.
De Beers has been a diamond mining company since 1888. Famed for having popularised the concept of diamond engagement rings in the 30s and 40s, they were once the biggest diamond company in the world. They founded their luxury jewellery house in 2001 and have been creating fine and high jewellery pieces ever since.
De Beers 2025 Campaign
De Beers 2025 Campaign
The Talisman collection, worn by Aboah in the campaign is celebrating its 20th anniversary this year. Its debut saw the design being hailed as groundbreaking as it was the first luxury jewellery collection to combine both rough and polished diamonds in its design. The organic beauty of the stones is magnified by De Beer’s signature Serti Poncon setting, creating a distinct texture and play of light.
The campaign also features the Enchanted Lotus collection. Inspired by the lotus flowers found in Botswana’s Okavango Delta, the design creates an illusion of the diamond petals tilting towards the sunlight.
by Imogen Hipkin Holland