De Beers Diamond Jewellers has opened its first Shanghai store in the heart of the city’s Pudong district.

The store is De Beers’ fourth store in mainland China.

“We are proud to continue to build the brand in China with the opening of our first store in Shanghai after the successful openings in Beijing, Tianjin, and Dalian,” said François Delage, CEO of De Beers Diamonds Jewellers, in a statement.

De Beers displayed the Talisman Crown that was specially designed for the celebration of the Queen’s Diamond Jubilee along with The Talisman Wonder.

Award-winning actress Shu Qi was also in attendance at the store’s opening. “I am delighted to be able to join De Beers for the opening of the first Shanghai store and these timeless, elegant creations from De Beers are a joy to wear,” she said in a statement.

Andrew Coxon, president of De Beers Institute of Diamonds; Shu Qi, actress; François Delage, CEO of De Beers Diamond Jewellers

JCK