30 August 2012

De Beers Diamond Jewellers Opens Store in Shanghai, China

Shanghai – 30 August 2012 (PRWEB) - De Beers Diamond Jewellers, celebrates the highly anticipated opening of a new De Beers store at IFC, located in the heart of Shanghai's most prosperous financial area Lujiazui in the Pudong district. Shanghai is an epicentre of luxury shopping and the establishment of De Beers here marks the brand’s fourth store in China. 

With this new store, De Beers brings over 120 years of peerless diamond expertise and passion to the vibrant city of Shanghai, where the historical meets the contemporary. The new 75 square metre space is ideally located in the new fine jewellery area of IFC. The new store features De Beers’ unique design concept of glass and light, where clients are invited to discover the natural beauty and timeless mystique of diamonds. De Beers’ most beautiful creations will come to life in this setting, including stunning solitaires, timeless classics and unique High Jewellery creations. 

For this occasion, De Beers displayed the Talisman Crown that was specially designed for the celebration of the Queen’s Diamond Jubilee along with The Talisman Wonder. A set of eight unique Talisman Medals have been exclusively created to celebrate the Shanghai store opening. In Chinese tradition, the number 8 is synonymous with prosperity, wealth and good fortune. These 8 Talisman Medals have been designed to honour this ancient belief. Each is composed of magnificent rough diamonds that are exquisitely arranged within the distinctive handcrafted serti-poinçon textured white, yellow or pink gold in a mesmerising formation heroing the central diamond. With the unveiling of The 8 Talisman Virtues, De Beers celebrates diamond mastery and expert craftsmanship by combining rough and polished diamonds creating beauty, balance and harmony. 

François Delage, CEO of De Beers Diamonds Jewellers, commented, “We are proud to continue to build the brand in China with the opening of our first store in Shanghai after the successful openings in Beijing, Tianjin and Dalian. As the sole diamond jewellery specialists, we are delighted to share our exceptional passion and expertise in diamond selection, craftsmanship and diamond jewellery design with one of the most discerning markets.” 

Andrew Coxon, President of De Beers Institute of Diamonds, continued, “Every De Beers diamond is meticulously hand-selected for beauty to ensure that it has exceptional Fire, Life and Brilliance. We know that the highly discerning clients in China will no doubt appreciate the superior sparkle and transparency that our specially selected diamonds exhibit.” 

To help showcase this, each De Beers store is equipped with a De Beers Iris, a unique technology that helps customers clearly see the beauty of every diamond through the eyes of an expert. 

De Beers has a worldwide presence with stores located in the most sought after locations including Old Bond Street in London, Fifth Avenue in New York, Printemps and Galeries Lafayette in Paris, Shin Kong Place in Beijing, The Landmark in Hong Kong and Ginza in Tokyo. 

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 company. 

Source: De Beers Diamond Jewellers