Three boutiques under the De Beers name have opened their doors in Tokyo Wednesday, De Beers LV said in a statement.

All three outlets are within major department stores, in line with the initial launch strategy in Japan of other prestigious brands like Louis Vuitton, in order to benefit from the massive customer traffic of these department stores and generate high brand visibility, the company said. “To that end, De Beers has obtained outstanding locations for its boutiques within the three stores, with two of them on ground floor locations next to the main department store entrance.”

The department stores that have partnered with De Beers for the launch of the Brand in Japan are Takashimaya, Matsuya and Isetan, enabling De Beers to cover the three different shopping districts of Nihonbashi, Ginza, and Shinjuku in Tokyo.

“Each boutique is between 1300 and 1500 square ft., which is considered very big for jewelry shops located inside department stores, said Alain Lorenzo, CEO of De Beers LV. “The look and feel of each store is close to the London Bond street flagship store (the first boutique opened under the De Beers name). The range of products sold is the same as in London, consisting of signature collections, diamond engagement rings, and a high-end selection of rare diamonds.”

De Beers LV 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 Moet Hennessy Louis Vuitton, the world’s leading luxury goods company. The launch of three stores in Tokyo coincides with the De Beers LV plan to rollout boutique stores in the U.S. and Japan, which represents 60% of the world’s diamond jewelry market.

JCK