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De Beers opens Dallas store

April 04, 2008

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Dallas—De Beers has opened a new store in Dallas, making it the company's sixth North American retail location, following launches in New York and Beverly Hills, Calif., in 2005, plus launches in Las Vegas, Houston and Washington, D.C., last year.

The 1,878-square-foot store in Dallas' NorthPark Center features open spaces, etched glass paneling and a VIP room for private presentations. High display counters can be approached from all sides, and price points for the diamond jewelry are displayed in the cases.

The store features new collections designed by De Beers Creative Director Raphaele Canot, including "Ice on Fire," "Talisman," "Secrets of the Rose" and "Radiance." In addition, bridal, exceptional one-of-a-kind pieces and signature collections are also on display.

Within the Dallas boutique, De Beers offers the De Beers Beauty Scan, which the company says illustrates the perfection of the light reflected by a De Beers diamond; the De Beers Marque, through which every diamond over 0.30 carats is engraved with a unique serial number invisible to the naked eye to provide security and confidence for the customer; and the De Beers Passport, which serves as a practical document for all diamond jewelry purchases, verifying that "De Beers diamonds are natural, conflict and child-labour free, enhancement and treatment free."
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