De Beers is moving its New York City store, which has been located in the St. Regis Hotel on Fifth Avenue for the last decade, to Madison Avenue next year.
The new shop will be modeled after the company’s new store concept, which has already opened in Paris (pictured at right) and Beijing. Company spokespeople declined to give any more details about the concept, though a release said it featured the “brand’s signature etched glass.”
“This is an important strategic move for De Beers, reflecting the exclusive positioning of the brand,” François Delage, CEO De Beers Diamond Jewellers, said in a statement.
The store, part of a joint venture between De Beers and LVMH, first premiered in 2005.
(Photo courtesy of De Beers Diamond Jewellers)