De Beers opened its 11th U.S. store in Bal Harbour, Fla., on Dec. 16.
The 700 sq ft., store at the Bal Harbour Shops contains new collections designed by De Beers creative director, Raphaele Canot, including Talisman, Ice on Fire, and Radiance. In addition, high-end jewelry and bridal jewelry collections are featured.
The De Beers store presents an uncluttered context for the jewelry in an impressive environment. The design of each De Beers store is at the service of the De Beers diamonds. In an environment where lighting is elemental, the sparkle of De Beers diamonds dominate the customer’s eye along with its open spaces, ebony walls, and etched glass paneling. 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 the diamond jewelry are displayed in the cases.
De Beers also offers the De Beers Beauty Scan, a technology that provides 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 .30ct 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, 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, the world’s premier diamond mining and marketing company, and LVMH Moët Hennessy Louis Vuitton, the world’s leading luxury goods company.