De Beers Unveils Its New Advertising Campaign Photographed By Mary McCartney and Featuring Andreea Diaconu

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De Beers Diamond Jewellers announces new brand advertising campaign launching October 2014. Photographed by Mary McCartney, the campaign features Andreea Diaconu wearing pieces from the new Aria collection.

“We are thrilled to work with Mary and Andreea to create these unique campaign images. Both are perfect choices to illustrate our unique style of femininity and effortless natural beauty." -Francois Delage, CEO De Beers Diamond Jewellers

De Beers Diamond Jewellers is delighted to announce its new brand advertising campaign that will launch in October 2014. The campaign is a key milestone for the jeweller, which epitomises natural beauty and brings to life the power and grace of the brand.

The campaign features Andreea Diaconu who was chosen for her natural beauty and elegant charm. Andreea was photographed for the campaign by Mary McCartney, continuing the collaboration between De Beers and Mary which began with the on-going “Moments in Light” programme that celebrates and shines a light on talented women.

Francois Delage, CEO De Beers Diamond Jewellers explains, “We are thrilled to work with Mary and Andreea to create these unique campaign images. Both are perfect choices to illustrate our unique style of femininity, effortless natural beauty. It is an important step as we continue to build our brand and showcase “The Jeweller of Light” in a elegant and contemporary way. Working with Mary was a natural choice as she is able to truly capture the essence of women in her photography. From the beginning Mary shared our vision for this campaign and she has created unique portraits that reflect the spirit of the brand perfectly.”

The new campaign coincides with the launch of the new De Beers Aria Collection featuring High Jewellery, Collection designs and watches.

Mary McCartney commented “It’s always great to get the chance to work with an iconic luxury brand. What I found most rewarding about the experience was really collaborating creatively with them. It gave the shoot a real focus and energy that I think you can see in the shots.”

The new photography will run alongside the still life brand campaign shot by Richard Foster.


De Beers, the Jeweller of Light, creates timeless treasures that reveal and celebrate the wondrous brilliance of women and diamonds. As the definitive destination for diamond jewellery, we have a quest for inner beauty, bringing lightness, femininity and delicacy to our sublime diamond jewellery.

Drawing on diamond mastery since 1888, De Beers hand-select each diamond for its unique beauty to capture unmatched Fire, Life, and Brilliance. Each unique De Beers creation is the culmination of wondrous artistry and the true beauty of the finest diamonds.

De Beers is proud to be the only brand to demonstrate the beauty of its diamonds, using the De Beers Iris. This proprietary technology, found in each De Beers store provides clients with an objective way to see the beauty of their diamond through the eyes of an expert.


Each piece of De Beers jewellery is certified with a De Beers Certificate of Authenticity and each polished diamond above 0.20 carats is microscopically branded with the De Beers Marque. The De Beers Marque, using technology patented by the De Beers Group, is invisible to the naked eye and ensures that each diamond is individually catalogued in the De Beers diamond registry, confirming its identity as a De Beers official diamond, to provide clients with a total peace of mind.


De Beers Diamond Jewellers was established in 2001 as an independently managed and operated company by LVMH Moët Hennessy Louis Vuitton, the world’s leading luxury products group, and De Beers SA, the world’s premier diamond mining and marketing company.

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Heather Norton
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