Neil Lane to design jewelry line for De Beers

Jewelry designer Neil Lane will create a signature collection of diamond jewelry for De Beers LV.

The Neil Lane Hollywood Collection will be unveiled at the opening of the De Beers LV Rodeo Drive store in Beverly Hills in November, De Beers LV said in a statement on Thursday.

Lane is renowned for his own designs and is considered by those in the industry as one of world’s most avid collectors of jewelry.

“His passion for jewelry design was obvious from the first time we met,” says Guy Leymarie, CEO of De Beers LV.

“Neil has a fabulous eye for elegance and style and his influence goes beyond jewelry to encompass an entire look,” added Alyce Alston, CEO of De Beers LV USA. “Adding his collection to our unique retail experience will help us fulfill our mission to be known as the diamond destination among luxury jewelry retailers.”

De Beers LV was established in 2001 as an independently managed and operated company by De Beers SA, and LVMH Moet Hennessy Louis Vuitton. This will be the second U.S. retail store for the company. The first store opened on New York’s Fifth Ave. in June.