De Beers opened its sixth store in the U.S. on Tuesday in Dallas. The 1,900-square-foot store is located in the NorthPark Center.

The new store features collections designed by De Beers creative director, Raphaele Canot, including Ice on Fire, Talisman, Secrets of the Rose, and Radiance. In addition, bridal, exceptional one-of-a-kind high-end jewelry, and signature collections, such as Wildflowers will be featured.

The De Beers store decor features transparence and uncluttered elements that serves to highlight the jewelry. In an environment where lighting is elemental, the sparkle of De Beers diamonds dominate a customer’s eye. The store features open spaces, etched glass paneling, and a VIP room for private presentations. The high display counters can be approached from all sides. Price points for the diamond jewelry are displayed in the cases.

The store also offers “Beauty Scan,” a technology that offers consumers immediate 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 serial number invisible to the naked eye to provide 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, verifying that “De Beers diamonds are natural, conflict and child-labor free, enhancement and treatment free.”

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, the world’s leading luxury goods company.

JCK