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De Beers opens ninth U.S. store

November 06, 2008

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An exterior view of the new De Beers store at South Coast Plaza in Costa Mesa, Calif.

Costa Mesa, Calif.--De Beers has opened its latest U.S. store at South Coast Plaza in the Orange County, Calif., city of Costa Mesa.

It is De Beers' ninth store in North America. Three U.S. store launches took place earlier this year, in Honolulu, Dallas and San Francisco, and additional De Beers stores are located in New York, Beverly Hills, Las Vegas, Houston and Washington.

The new boutique features open spaces, ebony walls, etched-glass paneling and a VIP room for private presentations.

As in each De Beers store, the focus is on transparence and sophistication, and the intention is to present an uncluttered context for the jewelry.

High display counters that can be approached from all sides will hold new collections designed by De Beers Creative Director Raphaele Canot, including "Talisman," "Amulets," "Ice on Fire" and "Radiance." In addition, bridal, exceptional one-of-a-kind high-end jewelry and signature collections will be present.

The De Beers Beauty Scan and De Beers Passport will both be available at the Costa Mesa boutique. The latter verifies that "De Beers diamonds are natural, conflict- and child-labor free, and enhancement- and treatment- free," while the Beauty Scan is a unique technology that offers visual proof of the diamond's beauty. Each diamond over 0.30 carats is engraved with a unique serial number that is invisible to the naked eye but can be seen through the Beauty Scan.
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