November 26, 2012 Monday - updated 08:46 AM PT

De Beers Partners with Rolf Sachs for Holiday Windows

United Kingdom ( - November 26, 2012)

De Beers Diamond Jewellers commissioned London - based conceptual artist designer Rolf Sachs to create an installation for the holiday windows. This exciting project, “Breathing Light”, will launch in all the De Beers stores worldwide starting mid- November, with installation in London November 15th, and the United States the week of Thanksgiving. It is De Beers’ first collaboration with the designer.

De Beers, The Jeweller of Light, has a quest for inner brilliance, creating timeless treasures that reveal and celebrate natural beauty. Just as diamonds possess an innate beauty so Sachs finds inspiration in the candle, giving to it an eternal life of its own. Timeless in appeal and drawing people together, this delicate light radiates with human warmth.

The installation creates the illusion of windows apparently covered in a thick layer of frost, offering a few hand-swiped clearings to view inside, while the warm glow of flickering light, gently and rhythmically sways as if breathing. The candles are represented on film, shown on an Ipad, and leading the viewer to believe that the flames are quivering under the breath of someone nearby.

Rolf Sachs explains: “Just like diamonds, the contrasting attraction of frost and flame is timeless and intriguing. I am delighted to have collaborated with De Beers on such an inspiring project." An accomplished artist and designer, Sachs is renowned for his distinctive multi-disciplinary approach. His passion for modern and conceptual art is transcribed in his projects. His works have been exhibited worldwide at major design venues.

“Following on from the success of Imaginary Nature, we are delighted to express our passion for light in a new form and design. We welcomed the opportunity to collaborate with an artist designer in a joyous and festive manner. As The Jeweller of Light, we are thrilled to bring light to our windows in this holiday installation and once more support the arts and design,” adds François Delage, CEO of De Beers Diamond Jewellers.

De Beers’ expert craftsmanship and beauty of designs can be admired at all the De Beers stores worldwide throughout the holiday season.

De Beers Diamond Jewellers was established in 2001 as an independently managed and operated joint venture bringing the luxury retail and branding expertise from 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. It has a worldwide presence with stores located in the most sought after locations such as Fifth Avenue in New York, Printemps and Galeries Lafayette in Paris, Old Bond Street in London, The Landmark in Hong Kong, Shin Kong Place in Beijing and Ginza in Tokyo.


Conceptual artist and designer, Rolf Sachs’ work takes inspiration from everyday objects he believes to have soul and character. His passion for experiments and inventions drives him to challenge the standard applications of materials; he thrives on the unconventional and the unexpected. His work moves across art and design, objects, spaces and visual medium, all of which are approached with his playful sense of humour. The essence of his work encourages human interaction, and emotional and sensory reactions. Sachs is forever curious and is renowned for surprising audiences and questioning preconceptions. Born in Switzerland, the son of a German industrialist father and French mother, he set up his London based studio Rolf Sachs Fun c’tion in 1994, which has now become a creative laboratory brimming with ideas, prototypes and creations where, together with his team, he fuses design with the arts.


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 passport and each polished diamond above 0.20 carats is microscopically branded with the De Beers Marque. The De Beers Passport documents the specifications of your diamond jewellery and is your guarantee that every single De Beers diamond is natural, untreated, conflict-free and responsibly sourced and crafted. 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.

Media Contact:

Selda Bensusan
De Beers Diamond Jewellers

Phone: (212) 751-2265
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