Diamonds and jewellery retailer De Beers has opened a new store on Madison Avenue in New York City, US.
The new 2,153ft² environment-friendly store is designed to display the retailer's complete collection of diamonds and jewellery.
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The ground floor includes jewellery solitaires, creations and collections such as Talisman and Enchanted Lotus, with a bridal salon and wedding designs on the first floor.
It also has private client rooms for a personalised shopping experience.
De Beers Diamonds Jewellers chief executive officer François Delage said: “We are delighted to unveil our new home on Madison Avenue in New York, an address representing better the positioning of our brand and customer experience.
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"We have designed this new space with our clients in mind to fully express our brand’s uniqueness and convey our century-old diamond understanding in a friendly setting.
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By GlobalData"Through this beautiful space dedicated to our craft, we invite our clients to an intimate and personal experience where expertise meets emotion. It is also a strong signal to the American market and our customers.”
The store also features De Beers Iris in-store demonstrator technology, which enables customers to see diamonds with the eyes of an expert.
Founded in 1888, De Beers is operated by luxury products group LVMH Moët Hennessy Louis Vuitton and diamond mining and marketing firm De Beers SA.
Image: De Beers' new home on Madison Avenue. Photo: courtesy of De Beers.
