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De Beers Diamond Jewellers Opens in Kowloon

Store Debuts 'Swan Lake Collection'
Dec 15, 2011 3:23 PM   By Jeff Miller
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RAPAPORT... Today De Beers Diamond Jewellers opened at ELEMENTS in Kowloon, an urban area of Hong Kong. The luxury group defined ELEMENTS  as being at the epicenter of luxury shopping and it marks the company's second store in Hong Kong after The Landmark in Central.

The highlight of this opening was the world debut of  the Swan Lake Collection by De Beers.  Inspired by the fluidity, beauty and elegance of ballet, intertwining lines of specially selected fancy-cut diamonds (pear, oval and marquise cuts) are reminiscent of the complexity and sophistication of a dancer’s choreography and performance.  The special “Red Carpet” Swan Lake necklace features 258 white, fancy cut diamonds for a total of almost 123 carats.

The new 850-square-foot ELEMENTS store features a completely new design concept of glass, light and openness.  At the opening ceremony, François Delage, the chief executive of De Beers Diamonds Jewellers, said, ''We are thrilled to open our first store in Kowloon, and further more our second location in Hong Kong.  The magnetic energy at ELEMENTS has the ability to draw the most sophisticated shoppers in Hong Kong to the mall.''

Also presiding over the grand opening ceremony was Andrew Coxon, the president of De Beers Institute of Diamonds, who said, ''Fire is the scintillation or spread of color that we see, Life is the sparkle and, brilliance is the natural transparency of the diamond. We know that the highly discerning clients in Hong Kong will no doubt appreciate the superior fire, life and brilliance that our specially selected diamonds exhibit.''


Tags: De Beers, diamonds, Hong Kong, Jeff Miller, store
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