De Beers Diamond Jewelers, the miner’s retail chain, is opening a new store in Saudi Arabia as well as two new stores in Moscow, it announced on April 5.

The retail chain’s new store in Saudi Arabia is located in the Centria Mall in the country’s capital city of Riyadh and is the brand’s first location in Saudi Arabia. The two new stores in Russia’s capital are a new flagship on Petrovka Street and an intimate new store in Vremena Goda Mall.

The three new retail outlets bring the number of the chain’s stores to 33.

The store in Saudi Arabia is not the brand’s first in the Middle East. It also has stores in Bahrain; Kuwait City, Kuwait; and Dubai, the United Arab Emirates.

De Beers Diamond Jewellers was launched in 2001 as a joint venture between De Beers and the luxury behemoth LVHM. In 2017, De Beers bought out LVMH and it now owns 100 percent of the retail chain.

For now, its stores are mostly concentrated in Asia. The company scaled back most of the stores it opened in the United States, though it still has stores in Naples, Fla.; Houston; on Madison Avenue in New York City; and in a Saks Fifth Avenue in New York City.

The new stores “reflect the heritage of De Beers and showcase a varied array of its timeless jewelry creations in an atmosphere of welcoming elegance and warmth,” according to a statement issued by the retail chain. “Every aspect of the stores has been carefully considered and tailored to guide the jewelry devotee around unique High Jewelry pieces, iconic collections, including the Talisman and the Enchanted Lotus, and wondrous Bridal diamond creations.”

 (Top image: New store location in Riyadh, Saudi Arabia; all images courtesy of De Beers Diamond Jewellers)

Rob Bates

JCK News Director