The iconic diamond house De Beers London took centre stage on night two of the Paris couture shows, throwing open the doors to its new flagship on Rue de la Paix, and, naturally, doing so with the kind of guest list that reads like a front row roll call. She wore a showstopping necklace and earrings set from the house’s new Echo High Jewellery collection, sparkling as brightly as the city outside. Meanwhile, Aboah, a face of the heritage jeweller, brought her signature edge to the stones, choosing a striking bracelet-and-earring pairing that felt equal parts modern muse and future heirloom. But this was never just a store opening. For a house founded in 1888 in London – later responsible for one of jewellery’s most enduring slogans, ‘A Diamond Is Forever,’ and the cultural shift that made diamond engagement rings the ultimate shorthand for love and commitment – the new Paris flagship signals something bigger.