MADISON ROCKS: De Beers Diamond Jewellers said it would relocate its New York flagship to 716 Madison Avenue in November 2016, confirming a report in WWD late last year.

The new store, located between 63rd and 64th Streets, will be a two-story flagship featuring a new store design the company described as “warm, luminous, feminine and elegant.”

The jeweler will be operating from a temporary store at 777 Madison Avenue, between 66th and 67th Streets, from Feb. 1 onwards, when the current Fifth Avenue store will close.

“New York is an important and critical city for us, and this new store will allow us to express our brand at its best, reflecting better its exclusive positioning and our customers’ shopping experience,” said François Delage, chief executive officer of De Beers Diamond Jewellers.

He added that the company had been searching for the perfect location on Madison Avenue, and had a precise idea of where it wanted to be.

“Fifth Avenue has considerably changed over the last ten years, and it was the right time for us to find a new home for our precious brand,” he said.

The De Beers Diamond Jewellers store opened on Fifth Avenue and 55th Street in June 2005.

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