De Beers opens fifth U.S. store

The De Beers store at Tysons Galleria in Washington, D.C.

De Beers marked the opening of its fifth U.S. retail location on Nov. 23 at Tysons Galleria in Washington, D.C.

The opening of the 2,082-square-foot store is the latest development in De Beers' entrance into the North American retail market, and its third U.S. store to open this year. In 2005, De Beers stores opened in New York and Beverly Hills, Calif., and two more stores opened this year in Las Vegas and Houston, Texas.

The store includes new collections designed by De Beers Creative Director Raphaele Canot, including Ice on Fire, Secrets of a Rose, Talisman and Radiance.

Bridal, high-end jewelry and signature collections such as Wildflowers will also be available at the Washington, D.C., store.

In addition to a variety of merchandise, the store includes De Beers Beauty Scan imaging, which offers customers an up-close look at how diamonds reflect light; engraving of a serial number on each diamond more than 0.3-carats, known as the De Beers Marque, and the De Beers Passport, a document that verifies that each diamond is "natural, conflict and child-labor free, enhancement and treatment free."
Source: nationaljewelernetwork