European Jewelers Engage In Global Battle for Brides

French jeweler Cartier decorated the windows of its New York flagship earlier this year with ivory-and-gold wedding cakes to fete its new bridal-jewelry salon, dedicated to diamond solitaires and wedding bands -- a feature it will roll out in other U.S. cities over the next few months.

Down Fifth Avenue, De Beers, a joint venture between De Beers SA and LVMH Moët Hennessy Louis Vuitton SA, recently unveiled an engagement-ring counter.

For years, most European high-end jewelry houses turned up their noses at diamond engagement rings. Couples on the Continent preferred colored gems and family heirlooms.
Source: wsj