De Beers opened its 10th store Nov. 13 at the Waterside Shops in Naples, Fla.

At 700 square feet, the boutique will feature new collections designed by De Beers creative director, Raphaele Canot, including Talisman, Ice on Fire, and Radiance. In addition, bridal, exceptional one-of-a-kind high-end jewelry, and signature collections, such as Wildflowers will be featured.

The store features 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. Price points for the diamond jewelry are displayed in the cases.

In addition, De Beers offers the De Beers 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 unique serial number invisible to the naked eye.

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.

JCK