MADISON MOVE: De Beers Diamond Jewellers plans to move out of its current Manhattan location on Fifth Avenue and 55th Street, to Madison Avenue next year, WWD has learned.

“Following the successful introduction of our new store concept, we want to present it in our key flagships,” said François Delage, chief executive officer of De Beers Diamond Jewellers, which is based in London.

“As a result we will be relocating our New York flagship to Madison Avenue in 2016. This is an important strategic move for De Beers, reflecting the exclusive positioning of the brand.”

The company declined to give further details.

De Beers Diamond Jewellers is the retail and brand joint venture between De Beers and LVMH Moët Hennessy Louis Vuitton. There are currently 36 De Beers stores around the world.

In August, the brand relocated its shop-in-shop at Galeries Lafayette from the ground floor to the first floor, where it sits near Cartier, Louis Vuitton and Aurélie Bidermann, among others. Earlier this year, the brand was appointed to the Chambre Syndicale de la Haute Couture in Paris, and has been showing its high jewelry collections on its calendar since July.