De Beers has launched a new online store to sell a selection of its fine diamond jewelry collections. According to Diamond World, the store was launched on Farfetch, “the global marketplace for the luxury fashion industry”.
De Beers has put up designs from De Beers Enchanted Lotus and Talisman collections, as well as more affordable pieces at “entry price” designs such as My First De Beers (starting at £600 or $815) as well as “timeless classic pieces”.
François Delage, CEO of De Beers Diamond Jewellers, commented: “We are thrilled to launch our peerless, diamond jewellery creations on the Farfetch platform, an endorsement of our shared passions for creativity and innovation”.
In March, De Beers announced that its Forevermark diamond brand will enter the German market and “is in advanced-stage discussions with potential partners in France and Italy”. According to De Beers, “the expansion into new European markets comes on the back of successful global performance throughout 2017 and in 2018 to date” – a 19% growth in numbers of diamonds sold globally last year.
