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De Beers Opens in Beijing


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Courtesy De Beers

De Beers Diamond Jewellers opened in Beijing, marking its first store on Mainland China, as it looks to capitalize on growing consumer demand for diamonds in the country. De Beers research indicated that consumer demand for diamonds in China grew an estimated 25 percent in 2010 with bridal solitaires accounting for about 50 percent to 60 percent of total sales during the year. The company expects demand in China and India to spur growth for the diamond industry in the near term.

Courtesy De Beers

The new store is located at Skin Kong Place, a luxury shopping area in Beijing and opened with a new addition to the Talisman Collection on display. The “Pink Talisman Medal,” which was specially designed for the launch, features a rare pink rough diamond at its center; surrounded by white rose-cut diamonds and a mix of white and fancy pink polished round diamonds, set in pink gold.

De Beers Diamonds Jewellers CEO, François Delage, hosted the opening. “We are excited to open our first store in Mainland China, enabling us to fully share our exceptional passion and expertise in diamond selection, craftsmanship, and diamond jewelry design with one of the largest and most discerning markets in the world,” Delage said in a statement.

Ref : www.jckonline.com

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I am a Graduate Gemologist trained at the Gemological Institute of America (GIA) in New York City, USA. I hold an MBA degree from Cranfield University, United Kingdom, and a Bachelor degree in Mathematics. My earlier profession was a banker until I found jade in Myanmar (Burma) in the early 90s. I have traveled to the fabled Hpakan Jade mines, and Mogok, the world’s famous rubies and sapphires mines in upper Burma, with my second son. Three of my children are also Graduate Gemologist, GIA, NYC and they deal in diamonds, gemstones and jade. 我是在美国纽约市的美国宝石学院(GIA)接受过培训的宝石研究学家。 我拥有英国克兰菲尔德大学的工商管理硕士学位和数学学士学位。我以前的职业是银行家,直到90年代初我在缅甸接触到玉石。我曾经和我的次子一起去过缅甸上流传说中的哈帕翡翠矿山和莫谷矿山, 莫谷矿山是世界上著名的红宝石和蓝宝石矿山。我的三个孩子都是纽约市GIA毕业的宝石研究学家, 他们专门处理钻石,宝石和玉石.


  1. You actually make it appear really easy along with your presentation but I find this matter to be actually something that I feel I might never understand. It kind of feels too complicated and very huge for me. I am looking ahead in your next submit, I?ll try to get the hang of it!

  2. Hi MontyHall

    Thank you for your excellent comment.

    Yes, it was NW Ayer who came up with the slogan “A Diamond is forever.’ for De Beers. Since mid 50s De Beers has been pouring a lot of money into advertising the diamond.

    Before 1970, engagement rings and other wedding jewelry in Japan were dominated by Pearls. Since De Beers went into Japan on a huge advertising budget, a diamond engagement ring is a must and pearls though important but has taken on second stage.

    In China there is a revival of jadeite jade. While Asian young ladies have not taken to wearing bangles yet, a lot of young ladies are wearing bangles. The auction of jade by Christie’s and Sotheby seen most of the items being snapped up by Chinese, with an auction to auction increase in prices.

    Yes, the revival of jade is now.

    have a good day

  3. It saddens me that even the jade-loving Chinese are falling for the invented “tradition” of the diamond solitaire wedding ring.

    Edward Jay Epstein’s article, “Have You Ever Tried to Sell a Diamond?”, in _The Atlantic_, exposes how the N. W. Ayer advertising agency and Harry Oppenheimer fabricated our mental image of the diamond out of words and thin air.

    The article can be found here:


    It would be wonderful to see China establish its own status symbols and have the rest of the world start to covet jade! A little of that has already begun.

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