LONDON — They were supposed to be sipping Moët & Chandon rose and cooing over the new designs, but instead, guests at the opening of the first De Beers LV store on Thursday just couldn’t keep their hands off the rocks.

Solitaire rings from the bridal collection — which start at $1,500 — were scooped up virtually as fast as the scallop hors d’oeuvres, and waiting lists were drawn up for items including a three-prong diamond pendant and a diamond-studded leather choker.

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