《DE BEERS Opens @ IFC Shanghai》

De Beers opened a new store in IFC  Shanghai marked the brand’s fourth store in China. With this new store, De Beers brings over 120 years of peerless diamond expertise and passion to Shanghai.The new 75 square metre store features De Beers’ unique design concept of glass and light, where clients are invited to discover the natural beauty and timeless mystique of diamonds.  De Beers’ most beautiful creations will come to life in this setting, including stunning solitaires, timeless classics and unique High Jewellery creations. 
A Talisman Crown that was specially designed for the celebration of the Queen’s Diamond Jubilee along with The Talisman Wonder. A set of eight unique Talisman Medals have been exclusively created to celebrate the Shanghai store opening. In Chinese tradition, the number 8 is synonymous with prosperity, wealth and good fortune. These 8 Talisman Medals have been designed to honour this ancient belief. Each is composed of magnificent rough diamonds that are exquisitely arranged within the distinctive handcrafted serti-poinçon textured white, yellow or pink gold in a mesmerising formation heroing the central diamond. With the unveiling of The 8 Talisman Virtues, De Beers celebrates diamond mastery and expert craftsmanship by combining rough and polished diamonds creating beauty, balance and harmony. 
François Delage, CEO of De Beers Diamonds Jewellers, commented, “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 jewellery specialists,we are delighted to share our exceptional passion and expertise in diamond selection, craftsmanship and diamond jewellery design with one of the most discerning markets.” 
Andrew Coxon, President of De Beers Institute of Diamonds, continued, “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.”

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