LONDON — They may have been displayed like chocolates on three-tiered silver trays, but De Beers LV’s new treats are for the eyes only.

De Beers LV launched two capsule collections during a breakfast here Thursday at Claridges. Both have a vintage vibe and are a departure from the brand’s classic diamond pavé.

The first, Corsage, features pear-shaped, princess-cut and round-brilliant diamonds in the shapes of single flowers on rings, pendants and earrings. The second, Cocktail Fizz, is a series of rings with clusters of diamonds in an array of shapes and sizes. The settings are low and flat, and the diamonds wrap around the finger.

“I wanted to find a way for the diamond shapes to be seen and read,” said De Beers’ creative director Reema Pachachi. “It’s also a vintage look, with a twist.”

The rings will go on sale in September, with prices that start at $1,135 for a flower pendant made from five, round-brilliant diamonds set in white gold. The most expensive piece is a white gold brooch with 19 diamonds at $29,800.

Meanwhile, a De Beers LV spokeswoman confirmed that the opening of the first De Beers LV unit in New York has been postponed until mid-2005. It will be on the corner of Fifth Avenue and 55th Street.

“We wanted to learn lessons from the Tokyo and London stores before we opened New York,” she said, adding that Guy Leymarie, the company’s new chief executive officer, wanted to spend more time on, and be more involved with, the New York project.

— Samantha Conti

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