Exclusive: De Beers Diamond Jewellers to sell online

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Exclusive: De Beers Diamond Jewellers to sell online

By Victoria Gomelsky and Susan Thea Posnock

March 30, 2007

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New York—De Beers Diamond Jewellers CEO Guy Leymarie said the retail venture will be adding e-commerce to its Web site, DeBeers.com, in the near future.

In an interview with Couture International Jeweler, Leymarie indicated the change from providing an information-only site to making some items available for online purchase would hopefully take place before the summer.

"We will launch online in the U.S. in the coming months," he said. "[Because we already have pricing information in the stores], online is a natural extension for us. But we will not put everything available online because when you buy a diamond, the brilliance is something you have to experience in the store. We will try to encourage people to come into the store."

The current site already does this, offering users the opportunity to make an appointment for a personal viewing.

Regarding the recent resignation of North American CEO Alyce Alston, Leymarie said the company is not rushing to find a replacement, noting that both a retail director and finance director are guiding operations in the interim.

"We're very confident they can pursue the development of the business and we're looking for a CEO in due time," he said. "We don't put our priority on time; it's about finding the right person."

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