De Beers Opens Ninth U.S. Store in South Coast Plaza

De Beers Diamond Jewellers on Tuesday opened the doors of its ninth U.S. store in Costa Mesa, California at South Coast Plaza.

The boutique will feature new collections designed by De Beers Creative Director Raphaele Canot, including Talisman, Amulets, Ice on Fire and Radiance. In addition, the store will offer bridal, exceptional one-of-a-kind high-end jewelry and signature collections, such as Wildflowers.

The store features open spaces, ebony walls, etched glass paneling and a VIP room for private presentations. The high display counters can be approached from all sides bringing the De Beers client a unique ‘side-by-side’ experience when selecting diamond jewelry.

In addition to browsing without intimidating barriers, the De Beers client is empowered, as price points for the diamond jewelry are displayed in the cases.

De Beers offers the De Beers Beauty Scan, a unique technology that offers consumers immediate visual proof of the diamond’s beauty, the company said in a release. Every diamond over 0.30 carat is engraved with a unique serial number invisible to the naked eye to provide security and confidence for the customer.

All diamonds are accompanied by the De Beers Passport, verifying that “De Beers diamonds are natural, conflict and child-labor free, enhancement and treatment free.”

De Beers opened its first U.S. store in New York City in 2005, followed with a second store in Beverly Hills. In 2007, it opened in Las Vegas, Houston and Washington DC. This year, they were joined by stores in Honolulu, Dallas and San Francisco.