De Beers Selfridges

DE BEERS SPARKLES AT SELFRIDGES: De Beers Diamond Jewellers has opened a pop-up boutique within Selfridges’ Wonder Room in London, which made its debut Friday. The 360-square-foot De Beers boutique on Selfridges’ ground floor is set to remain open until the end of the year, and will spotlight both the jewelry house’s classic designs and new creations such as the Aria collection. The latter, which spotlights diamonds and aventurine fashioned into swirling motifs, is positioned across De Beers’ different lines, from Aria signature pieces, at entry price points, through to Aria high jewelry designs. The Selfridges space will also showcase De Beers’ Iris technology, which allows clients to see the intricate detail of the house’s diamonds.

Jennie Farmer, global brand director at De Beers, said that the Wonder Room at Selfridges “is a great fit for the brand — both in terms of the combination of local and international clients as well the beautiful environment to showcase our unique diamond jewelry,” she said. “When the opportunity arose to open a pop-up store we thought it was perfect timing to coincide with the launch of the De Beers Aria Collection.”

This story first appeared in the August 18, 2014 issue of WWD.  Subscribe Today.

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