GLITZY VENUE: De Beers Diamond Jewellers is polishing its image.
The brand, a venture between diamond miner and marketer De Beers and LVMH Moët Hennessy Louis Vuitton, has relocated its shop-in-shop at Galeries Lafayette from the ground floor to the French department store’s first floor, where it rubs shoulders with Cartier, Louis Vuitton, and Aurélie Bidermann, among others.
The re-opening coincides with the 10th anniversary of the brand’s Talisman collection, centered on rough diamonds.
The new unit is to offer De Beers’ full range, including the Talisman line, which will be available here exclusively, along with the company’s high jewelry creations.
De Beers, which counts a total of 35 points of sale around the globe, has been officially appointed to the Chambre Syndicale de la Haute Couture this year and has been showing on its calendar since July.
The firm has been operating a boutique at Printemps department store since 2005, and opened a private high jewelry salon on Rue de la Paix in 2014 to receive by appointment during couture week.
“De Beers has thrived since its launch in France with both local and international clients… This new store allows us to present the timeless beauty of our diamond jewelry within an exclusive and prominent setting,” said its chief executive officer François Delage.