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De Beers unveils new London flagship store

The store hosts De Beers’ ‘iconic designs’, from high jewellery pieces to diamond engagement rings and signature fine jewellery collections, including the Enchanted Lotus and Talisman.

De Beers Jewellers has announced it has opened its new flagship store on Old Bond Street, following a concept redesign.

The store has two floors and it is set over 250 square meters of space, located next to De Beers’ previous store on Old Bond Street which opened in 2002.

Additionally, the store hosts the brand’s “iconic designs”, from high jewellery pieces to diamond engagement rings and signature fine jewellery collections, including the Enchanted Lotus and Talisman.

The store will also feature artifacts from De Beers’ host countries and archive imagery of Frances Gerety, as well as a VIP room to view De Beers’ collections in a private setting.

Meanwhile, the new design reportedly puts natural diamonds and sustainability “at the heart of the customer experience”, and it has been inspired by Building Forever, De Beers’ commitment “to create a positive long-term impact”.

De Beers said every aspect of the store’s design is aimed at meeting the environmental requirements of Leadership in Energy and Environmental Design (LEED). This includes materials and furniture, engineering, such as handling of energy, air, water consumption, as well as construction and execution.

Céline Assimon, CEO of De Beers Jewellers, said: “Our new store is a reflection of how we approach everything at De Beers – revealing the different layers of our heritage within a modern context, and forever celebrating our exquisite diamond designs and expert craftsmanship. 

“To celebrate this opening, and as a true home of diamonds, we are presenting a selection of extremely rare fancy coloured diamond pieces. I wanted to give them the highlight they deserve and showcase what makes them so unique and precious.” 

Christophe Carpente, CAPS Christophe Carpente Architecture Interior Design, said: “Nature and sustainability were at the heart of the design process as an homage to the natural beauty and wonder of De Beers’ diamonds. 

“Every aspect of the store design, including carefully selected materials and resources, a state-of-the-art engineering for energy and atmosphere management, as well as for indoor environmental quality, aims to meet the highest standards for LEED.”

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