De Beers Jewellers has unveiled its new flagship store on Old Bond Street, London, promising that the concept redesign “puts natural diamonds and sustainability at the heart of the customer experience,” according to a press release.
The new design blends open space with intimate areas “and features contemporary visuals that convey how the diamonds we discover create a lasting positive impact for the people and places where they are found.” The new flagship is located at 45 – 50 Old Bond Street and is set over two floors spread over 250 square meters.
According to De Beers, the store showcases “intricate high jewellery pieces featuring some of the world’s most exceptional diamonds,” as well as diamond engagement rings and signature fine jewellery collections. To celebrate the opening, De Beers says, “a new selection of extremely rare fancy coloured diamonds, called Heritage Master Diamonds, will be exclusively available at Old Bond Street.”
