Leviev Goes Retail

Three years ago, a Forbes magazine cover story on Russian-Israeli diamond magnate Lev Leviev called him the man who “took on De Beers.” Now he is taking on De Beers in a different way—by setting up his own store on Bond Street in London, just down the street from De Beers’ flagship. The Bond Street store is the first in a planned chain that will bear Leviev’s name. It has also secured a space on 62nd Street in New York for a store slated to open this fall. The new company includes many of the assets of the former Vivid Collection, in which Leviev was a partner (see sidebar). Its president and chief operating officer is Thierry Chaunu, a Cartier and Chopard veteran. (Leviev is chairman and chief executive officer.) Chaunu said the new chain will specialize in diamonds and stand for “true luxury as opposed to mass luxury.” He says the chain will open in “a carefully s

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