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De Beers Diamond Jewellers Opens in Shanghai

Aug 30, 2012 1:04 PM   By Jeff Miller
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RAPAPORT... De Beers Diamond Jewellers opened at IFC, located in the heart of Shanghai's financial area Lujiazui in the Pudong district. This marks De Beers  fourth store in China. The new 75-square-meter space is located in the new fine jewelry area of IFC and features De Beers’ unique design concept of glass and light to showcase diamonds. For this store opening, De Beers displayed the Talisman Crown, which was designed to celebrate Queen Elizabeth’s Diamond Jubilee, along with The Talisman Wonder.

In all, a set of eight unique Talisman Medals were created for  the Shanghai store opening. In Chinese tradition, the number ''8'' is synonymous with prosperity, wealth and good fortune, stated De Beers, so these eight Talisman Medals honor that ancient belief. Each is comprised of rough diamonds that are arranged within the distinctive handcrafted serti-poinçon textured white, yellow or pink gold in a  formation to enhance the central diamond.  de beers

François Delage, the chief executive of De Beers Diamonds Jewellers, said, ''We are proud to continue to build the brand in China with the opening of our first store in Shanghai after the successful openings in Beijing, Tianjin and Dalian. As the sole diamond jewelry specialists, we are delighted to share our exceptional passion and expertise in diamond selection, craftsmanship and diamond jewelry design with one of the most discerning markets.''

Andrew Coxon, the president of De Beers Institute of Diamonds, said, ''Every De Beers diamond is meticulously hand-selected for beauty to ensure that it has exceptional fire, life and brilliance. We know that the highly discerning clients in China will no doubt appreciate the superior sparkle and transparency that our specially selected diamonds exhibit.''

Award-winning actress, Shu Qi attended the opening, wearing a De Beers Arpeggia necklace and bracelet crafted in yellow gold with white and fancy colored diamonds and two solitaire rings.

Delage added, ''It is an immense pleasure to have one of the most beautiful and talented actresses join us today, as a real friend of the brand. She exemplifies the spirit of modern femininity, beauty and grace – qualities that inspire our designs at De Beers Diamond Jewellers.''

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Tags: China, De Beers, Jeff Miller, shanghai, stores
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