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Building A Brand: THE DE BEERS STORE CASE STUDY


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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.