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Does the store interior adequately reflect what the De Beers brand is about? What did you like and dislike about the store?

DeGarmo: Citterio is foremost a designer of exquisite objects. The cases certainly live up to one's expectations of his work; beautifully designed and crafted with a wonderful resolution of function and technology. I question the amount of zebrawood on the tops of the cases. It distracts from the jewelry. The top and backlit patterned glass is particularly effective as a way to draw attention to the second floor. The expanses of wood are less successfully lit and the dead-end plan of the first floor is very unwelcoming.

Jacullo: I liked the store environment and there is an attempt to decrease the intimidation factor of fine jewelry, a point backed up by the bridal bar where customers can view engagement rings by price and shape. Yet I wonder if all this really coincides with the strategy of a De Beers brand.

McCormick: The lighting in all the cases was spectacular. The product looked beautiful, very crisp and clean. I would have liked some seating at the display cases to further enhance the experience of buying a De Beers diamond. Many of the cases are at chest level which was surprising. The higher cases make the experience less special and not as relaxing. Perhaps they should consider highlighting the new collections by establishing them as the focal point. Make them more special by placing them front and center and not dispersed among utilitarian offerings. The price point signage in the cases seemed inconsistent with De Beers' luxury message.

Peterson: The interior of the store feels very modern and architectural, but the reality of the execution makes the space feel more like a hotel lobby than a jewelry store. The much-touted attributes of a "Bridal Bar" and "Sparkle Room" fall short of expectations—brilliant ideas that were not executed to perfection.

What do you think of the De Beers ad campaign and its "Forever, Now" slogan? Does it effectively leverage the "A Diamond is Forever" slogan?

DeGarmo: I am not sure the Renaissance iconography is the most effective way to establish a modern brand. As pieces of art, the advertisements are well done but poorly integrated in the store. They underscore the sense of "forever," not so much the sense of "now."

diamond ring
The new De Beers LV store in New York City presents engagement rings at the "Bridal Bar," and often displays signage with price and carat size ranges.
interior of DeBeers store NY, NY
De Beers' contemporary New York City store was designed by Italian architect and interior designer Antonio Citterio, who has also designed stores for Damiani, Valentino, and Ungaro.
ring by Neil Lane
De Beers LV will open its second U.S. store, on Rodeo Drive in Beverly Hills, this month. It will feature a new jewelry collection by red-carpet favorite Neil Lane.
Renaissance jewelry
Renaissance model
Modern or Renaissance? Our consultants have mixed opinions on the new De Beers print magazine ad campaign, which shows a Botticelli beauty and uses a "Forever, Now" tagline.
Talisman collection rings
Merchandise at De Beers LV ranges from engagement rings to unique, cutting edge designs. The "Talisman" collection includes textured signet rings with rough diamonds.
Todd DeGarmo
Todd DeGarmo
Jean Jacullo
Jean Jacullo
Ilia McCormick
Ilia McCormick
Paula Peterson
Paula Peterson
Spiral Rose brooch
De Beers LV has a lot of potential, and competition, to become the diamond jewelry destination. This "Spiral Rose" brooch is from the store's new "Talisman" collection.