De Beers Diamond Jewelers Opens First Store in Mainland China

This marks its highly anticipated entrance into one of the world's fastest growing jewelry markets. Shin Kong Place is a landmark of luxury shopping in Beijing and the opening is the start of De Beers’ new journey in China.

World renowned for creating the "A Diamond is Forever" slogan, De Beers brings over 120 years of peerless diamond expertise and passion to China. The new store features some of De Beers’ most beautiful and important collections, including stunning solitaires, timeless classics and unique High Jewelry creations.

The opening was hosted by François Delage, CEO of De Beers Diamonds Jewelrs, who explained, “We are excited to open our first store in Mainland China, enabling us to fully share our exceptional passion and expertise in diamond selection, craftsmanship and diamond jewelry design with one of the largest and most discerning markets in the world. Building on our existing relationships with our Chinese clients from our stores across the world, we are now delighted to invite them to experience De Beers in China.”

Andrew Coxon, President of De Beers Institute of Diamonds commenting on the opening in China added “Every De Beers diamond is meticulously hand-selected to ensure that it has exceptional Fire, Life and Brilliance. We know that the highly discerning Chinese client will no doubt appreciate the superior sparkle and transparency that our specially selected diamonds exhibit. To help showcase this, each De Beers store is equipped with a De Beers Iris, a unique technology that helps customers clearly see the beauty of every diamond through the eyes of an expert.”

The highlight at the opening of the De Beers store was, naturally, the exquisite diamond jewelry creations, showcased by internationally renowned models Du Juan and Emma Pei. In celebration, a stunning new addition to the Talisman Collection was also unveiled today at the De Beers Shin Kong Place store - a one-of-a kind Pink Talisman Medal specially designed to mark the launch of De Beers in China. This exceptional creation embodies the spirit and enchantment of diamonds, both rough and polished, and re-interprets the legends of diamonds into a feminine, contemporary piece. The unique Pink Talisman Medal features an extremely rare pink rough diamond at its centre, stunning white rose-cut diamonds and an enchanting mix of white and fancy pink polished round-brilliant cut diamonds, all set in pink gold using the exclusive De Beers poinçon setting.

A selection of rare, exceptional loose diamonds were also on display, showcasing De Beers’ expertise in diamond selection, including an exquisite 8.88 carat round-brilliant, a 16.54 carat fancy yellow oval, a 3.09 fancy intense green oval, a 1.06 fancy vivid pink cushion and an incredibly rare 1.23 fancy red diamond.

The Beijing store represents De Beers’ entry into the fast growing market, recognising the demand for exquisite designs and diamonds of superlative quality by Chinese consumers. The opening in Mainland China follows De Beers’ success as a global destination for diamond jewellery lovers and connoisseurs. De Beers has a worldwide presence with stores located in the most sought after locations including Old Bond Street in London, Fifth Avenue in New York, Printemps and Galeries Lafayette in Paris, The Landmark in Hong Kong and Ginza in Tokyo.
De Beers Diamond Jewellers was established in 2001 as an independently managed and operated joint venture bringing the luxury retail and branding expertise from LVMH Moët Hennessy Louis Vuitton, the world’s leading luxury products group, and De Beers SA, the world’s premier diamond mining and marketing company.