This store has a very distinctive feature.

De Beers Diamond Jewellers has opened a flagship U.S. store on Madison Avenue in New York.

The company previously had a retail location on Fifth Avenue in New York, Rapaport News reports.

De Beers Diamond Jewellers, a joint venture between The De Beers Group of Cos. and Moët Hennessy Louis Vuitton (LVMH), has four U.S. stores in all.

François Delage, CEO of De Beers Diamond Jewellers, talks about the Madison Avenue store in the Bloomberg video below.

A distinctive feature of the store is that it displays rough diamonds. 

“To have a beautiful polished diamond, you have to start with a beautiful rough, and this is really where lies our expertise, and we wanted our clients and potential clients to be able to experience what it is to touch and feel a beautiful rough,” Delage said.

To celebrate the opening of the store, De Beers displayed a 109-carat type-IIa rough diamond.

Read more at Rapaport

 

Interior of the new De Beers Diamond Jewellers store on Madison Avenue in New York. SOURCE: BUSINESS WIRE

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