De Beers opened a new store in Costa Mesa, Calif., on Tuesday. At 1,600-sq-ft. boutique is located in the South Coast Plaza. This is the ninth De Beers store in North America.

The boutique will feature new collections designed by De Beers creative director, Raphaele Canot, including Talisman, Amulets, Ice on Fire, and Radiance. In addition, bridal, high-end jewelry, and signature collections, such as Wildflowers will be available.

In an environment where lighting is elemental, the sparkle of De Beers diamonds dominate the customer’s eye from the moment they enter the store. The store features open spaces, ebony walls, etched glass paneling, and a VIP room for private presentations. The high display counters can be approached from all sides bringing the De Beers client a unique ‘side-by-side’ experience when selecting diamond jewelry. Price points for diamond jewelry are displayed in the cases.

De Beers also offers the De Beers Beauty Scan, which provides visual proof of the diamond’s beauty. The De Beers cut is optimized for its beauty, not its carat weight. De Beers further offers its expertise through the De Beers Marque. Every diamond over .30 ct. is engraved with a unique serial number invisible to the naked eye to provide security and confidence for the customer.

The De Beers Passport is another takeaway piece of its authority that serves as a practical document for all diamond jewelry purchases.

De Beers Diamond Jewellers was established in 2001 as an independently managed and operated company by De Beers SA and LVMH Moët Hennessy Louis Vuitton.

JCK