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Leviev sets up shop on Madison Avenue

November 19, 2007

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New York—Diamond jewelry brand Leviev has a new home on New York City's exclusive shopping strip, Madison Avenue. The brand opened its first U.S. flagship there last week.

Actresses Susan Sarandon and Isabella Rossellini popped in for the Nov. 13 opening party, as did New York socialites Amy Fine Collins, Nina Griscom and Gillian Hearst Simonds, among others. Also on hand were Leviev Group Chairman Lev Leviev and Leviev President and Chief Operating Officer Thierry Chaunu.

Located at 700 Madison Ave., the new 6,200-square-foot two-story boutique was designed by award-winning architects Wells MacKereth. Situated in a 1920s historic landmark building, the store is modeled in the style of an elegant private salon. Custom-made contemporary furniture, including sofas clad in sumptuous leathers and silk, lead-crystal chandeliers and Venetian mirrors fill the interior, which is marked in a color scheme of beige, taupe, warm gray and muted pink.

In a media release, Leviev said that the boutique holds more than 5,000 carats of white and colored diamonds, including two rare red diamonds, a 51-carat D-flawless diamond ring and a collection of unique pieces that retail for more than $10 million each.

Next up on the Leviev agenda: Moscow. The brand is expected to open a store there next month.
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