De Beers opens Dallas store
April 04, 2008

Diamonds are the focal point at De Beers’ new store in Dallas, the company’s sixth in North America.

Dallas—De Beers has opened a new lay up 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 attentive spaces, etched glass paneling and a VIP room for private presentations. High display counters can be approached from every one of 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 maturity of the light reflected by a De Beers brilliant; 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.”