De Beers Diamond Jewellers, the definitive destination for diamond jewellery, celebrates the highly anticipated opening of a new De Beers store at ELEMENTS in Kowloon today. ELEMENTS is an epicentre of luxury shopping in Kowloon and the establishment of De Beers here marks the brand's second store in Hong Kong after The Landmark in Central.
With this new store, De Beers brings over 120 years of peerless diamond expertise and passion to the vibrant district of Tsim Sha Tsui in Kowloon, where the historical meets the contemporary. The new 850 square foot ELEMENTS store features a completely new design concept of glass, light and openness not seen in Hong Kong before. In this setting, the Art of Diamond Jewellery comes to life with some of De Beers' most beautiful and important collections including stunning solitaires, timeless classics and unique High Jewellery creations.
At the opening ceremony hosted by Francois Delage, CEO of De Beers Diamonds Jewellers, he 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. 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. We also look to build on our existing relationships with our Chinese clients from our stores across the world, we are now delighted to invite them to experience the De Beers Difference in Kowloon." Explaining the beauty behind De Beers diamonds, Francois commented: "Every De Beers diamond is meticulously hand-selected. We select based on the 'chi' of the diamond - the inner energy and outward beauty -- to ensure that it has exceptional Fire, Life and Brilliance."
Also presiding over the ceremony was Andrew Coxon, President of De Beers Institute of Diamonds, who continued, "Fire is the scintillation or spread of colour 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."
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 highlight at the opening of the ELEMENTS De Beers Diamond Jewellers store was the world debut of a brand new high jewellery set from the Swan Lake Collection. 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.
Looking radiant wearing De Beers jewellery were two talented, award-winning Chinese actresses. Vicky ZHAO Wei, a top honours graduate at the Beijing Film Academy, juggles the role of an actor as well as a mother, taking time out of her current project -- her feature film directorial debut -- she joined the celebrations in Hong Kong. Vicky ZHAO Wei wore the stunning new Swan Lake Red Carpet necklace and bracelet, and White Gold Swan Lake earrings. Karena Lam Ka-yan, made her long- awaited return to the Asian entertainment scene since becoming a mother to her one-year-old daughter Kayla. Karena was a statement of natural beauty in the De Beers Cascade Pear necklace, Pear Cluster earrings and matching bracelet. Karena says, "Motherhood has given me new perspective on beauty and style -- diamonds have always been a girl's best friends, but diamonds are a miracle of Mother Nature's and a timeless, elegant design like those from De Beers, can be passed on to my daughter when she is old enough to wear it."
Zhao Wei and Karena Lam represent the essence of modern women, who perfectly balance professional and personal life, emanating natural beauty and elegance as they transition into new phases of their lives and careers. Mr. Delage added, "It is an immense pleasure to have two of the most elegant and talented Chinese actresses join us today, as they exemplify the spirit of modern femininity, beauty and grace -- qualities that inspire our designs at De Beers Diamond Jewellers."
The new ELEMENTS store represents De Beers' focus in Greater China -- the fast growing market for diamond jewellery of superior quality, craftsmanship and beauty. With recent store openings in Beijing, Tianjin and Dalian in Mainland China, De Beers recognises the demand for exquisite designs and diamonds of superlative quality by Chinese consumers and the opening in ELEMENTS highlights 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 including Old Bond Street in London, Fifth Avenue in New York, Printemps and Galeries Lafayette in Paris, 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 definitive destination for diamond jewellery. With over 120 years of diamond experience to draw on, De Beers Diamond Jewellers go well beyond the '4Cs' of cut, clarity, colour and carat weight, to capture unmatched Fire, Life, and Brilliance, providing the most beautiful diamonds in the world set in magnificent designs. 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 its 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 diamonds 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 crafted. 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.
DE BEERS DIAMOND JEWELLERS
De Beers Diamond Jewellers was established in 2001 as an independently managed and operated company by 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.
