De Beers Diamond Jewellers Celebrates the Opening of Its New Store in Tianjin, China

De Beers Diamond Jewellers, the definitive diamond jewellery destination, opened its Tianjin store at The Friendship Mall. Following the opening of its first store in Beijing in May, the Tianjin store is De Beers' second store in mainland China and represents De Beers' expansion into the fast growing Chinese market. This expansion recognises the demand for exquisite designs and diamonds of superlative quality by Chinese consumers.

Famed for creating the "A diamond is forever" slogan, De Beers brings over 120 years of peerless diamond expertise and passion to China. The 75 square metre store features some of De Beers' most beautiful and important collections, including stunning solitaires, timeless classics and one-of-a-kind High Jewellery creations.

The opening was hosted by Francois Delage, CEO of De Beers Diamond Jewellers, Andrew Coxon, President of De Beers Institute of Diamonds and special guest and famed actress Karen Mok, whose elegant natural beauty was matched only by the exquisite De Beers Diamond Jewellery adorning her. In her first public appearance in China since her fairy tale wedding at the beginning of October, she looked stunning in the De Beers Wildflowers Collection large statement necklace, one line bracelet and statement ring."I'm delighted to once again wear pieces from the Wildflowers Collection - it brings me back to my wedding day!" Karen completed her look with a black Fendi Ready-to-Wear dress.

"We are delighted to open our first store in Tianjin following the successful opening in Beijing in May. We are now able to fully share our exceptional passion and expertise in diamond selection, craftsmanship and design to one of the largest and most discerning markets in the world," explains Francois Delage, CEO of De Beers Diamond Jewellers.

Andrew Coxon, president of De Beers Institute of Diamonds commenting on the Tianjin opening: "Every De Beers diamond is meticulously hand-selected to ensure that it has exceptional Fire, Life and Brilliance. We know that the highly discerning Chinese client will no doubt appreciate the superior sparkle and transparency that our specially selected diamonds exhibit. To help showcase this, each De Beers store is equipped with a De Beers Iris, a unique technology that helps customers clearly see the beauty of every diamond through the eyes of an expert."

The second opening into the mainland Chinese market follows the De Beers success as a global destination for diamond jewellery lovers and connoisseurs. De Beers has a worldwide presence with stores located in the most sought after locations such as Fifth Avenue in New York, Printemps and Galeries Lafayette in Paris, Old Bond Street in London, The Landmark in Hong Kong, Shin Kong Place in Beijing and Ginza in Tokyo.

De Beers Diamond Jewellers was established in 2001 as an independently managed and operated joint venture bringing the luxury retail and branding expertise from LVMH Moet Hennessy Louis Vuitton, the world's leading luxury products group, and De Beers SA, the world's premier diamond mining and marketing company.

THE DE BEERS DIFFERENCE

De Beers Diamond Jewellers is the ultimate destination for diamond jewellery. With over 120 years of diamond experience to draw on, De Beers Diamond Jewellers go well beyond the '4C's' of carat, weight, clarity, colour and cut to capture unmatched fire, life, and brilliance, providing the most beautiful diamonds in the world set in magnificent designs. The results are nothing less than sublime. The creation of timelessly elegant diamond jewellery -- from selecting the world's finest diamonds to impeccable craftsmanship and sophisticated designs -- is the De Beers difference, an absolute expression of the Art of Diamond Jewellery.

De Beers are proud to be the only brand to demonstrate the beauty of their diamonds, using the De Beers Iris. This proprietary technology, found in each De Beers store provides clients with an objective way to see the beauty of their diamond through the eyes of an expert.

THE DE BEERS GUARANTEE

Each piece of De Beers jewellery is certified with a De Beers passport and each polished diamond above 0.20 carats is microscopically branded with the De Beers Marque. The De Beers Passport documents the specifications of your diamond jewellery and is your guarantee that every single De Beers diamond is natural, untreated, conflict-free and responsibly sourced and manufactured. The De Beers Marque, using technology patented by the De Beers Group, is invisible to the naked eye and ensures that each diamond is individually catalogued in the De Beers diamond registry, confirming its identity as a De Beers official diamond, to provide clients with total peace of mind.