Shine Bright! De Beers Opens Diamond-Filled Boutique on Madison Avenue

Monday, December 12, 2016

A carpet in signature navy blue was rolled out on Wednesday night at De Beers’ flagship boutique opening at 716 Madison Avenue.

All eyes were on Greta Gerwig, Kate Mara and Fan Bingbing, who posed for photos alongside London guards; an homage to the origin of the renowned jewelry brand.

DJ Harley Viera-Newton spun beats during the star-studded event while guests enjoyed hors d’oeuvres, cocktails and champagne.

Created in partnership with renowned artisans, the contemporary two-story boutique houses the full range of De Beers’ timeless pieces. Inside are creations from the Talisman and Enchanted Lotus collections and bridal and wedding styles.

“We have designed this new space with our clients in mind to fully express our brand’s uniqueness and convey our century-old diamond understanding in a friendly setting,” said François Delage, CEO of De Beers Diamond Jewellers. “We invite our clients to an intimate and personal experience where expertise meets emotion! It is also a strong signal to the American market and our customers.”

Now that the first wave of celebrities has passed through, there’s plenty of space for New Yorkers to indulge in holiday shopping.

Photos by Will Ragozzino and Hagop Kalaidjian/


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