De Beers opens a new standalone store in New York City

By

Obi Anyanwu

Published
Dec 9, 2016

Iconic jewelry brand De Beers opened this week a new standalone store in New York City on 716 Madison Avenue.

 
The two-story, 2,153-square-foot store is located in a town house and features a warm and elegant store concept that is new to the US. The store interior pays homage to the brand’s 125-plus year legacy with noble materials and statement furnishings that are contrasted by contemporary etched glass. De Beers partnered with artisans to develop the space, which features materials such as natural rock crystal on the chandelier and untreated oak on the furniture.
 
“We are delighted to unveil our new home on Madison Avenue in New York, an address representing better the positioning of our brand and customer experience,” said François Delage, CEO De Beers Diamonds Jewellers. “We have designed this new space with our clients in mind to fully express our brand’s uniqueness and convey our century old diamond understanding in a friendly setting. Through this beautiful space dedicated to our craft, we invite our clients to an intimate and personal experience where expertise meets emotion! It is also a strong signal to the American market and our customers.”

The full De Beers jewelry offering is available at the Madison Avenue store including solitaires and wedding creations, the Talisman, Enchanted Lotus and unique High Jewelery collections, a selection of High Jewelry pieces from the latest London by De Beers High Jewelry collection that launched this summer during Couture Week in Paris and solitaires from the 1888 Master Diamond Collection.
 
De Beers offers customers many opportunities to discover its heritage and jewelry through the De Beers Iris, an in-store demonstrator that offers visitors an expert look at diamonds. In addition, customers can feel what a rough diamond feels like to hold and even create a solitaire ring via De Beers’ bespoke “For you, Forever” service.
 
De Beers Diamond Jewellers, the independently managed and operated company run by LVMH, operates a location in Saks Fifth Avenue in New York City, at The Galleria in Houston, and at the Waterside Shops in Naples, FL. De Beers operates retail locations in over 15 countries in North America, Europe, the Middle East and Asia.