Jewel in the luxury shopping crown (hktdc.com)


	Marc Auclert, De Beers' Asia Pacific CEO, is delighted to have opened the brand's Hong Kong flagship

	The sumptuous store will appear to Hong Kong's sophisticated consumers

Hong Kong's high end shopping precinct has a sparkling new addition with the opening of De Beers' first "global diamond destination".

The plush store in prestigious building The Landmark, Central, will be a luxury product showcase for the brand as it enters the Greater China market. Mahogany walls, etched glass panelling, sumptuous lounges and a private VIP area are designed to enhance the beauty of De Beers diamonds and appeal to the sophisticated shoppers of Hong Kong.

De Beers' retail stores are the result of a joint venture between De Beers of South Africa, the world's premier diamond mining and marketing company, and LVMH (Moet Hennessy Louis Vuitton) of France, the leading luxury goods company. Hong Kong is the partnership's sixth outlet, following London, New York, Korea, Taiwan and Japan.

Marc Auclert, De Beers' CEO – Asia Pacific, said Hong Kong has "always been on our radar" since the opening of the first De Beers store in London in 2002. "We were very happy to, at last, be offered this store opportunity, after long months of searching."

Sophisticated consumers

"Hong Kong is one of the key capitals of Asia, if not the capital, with a strong economy record and future," he continued. "Hong Kong customers are sophisticated and know and appreciate their luxury products. The Landmark is a prime address in the heart of the best shopping destination, definitively the best spot to welcome our brand's first store."

Mr Auclert said location was a critical factor in choosing the site for a new De Beers store. "As for all luxury retailers, the decisive factor is the presence of potential customers. In our case that means all clients that are interested in diamond jewellery whatever the price level: a young man looking for a first gift of love, a self-purchasing lady wanting to celebrate a personal success, or a mature couple wishing to enrich their diamond jewellery collection."

The shop is designed into four key areas. The entrance area features the best selling and latest collections, followed by the centre area showcasing De Beers designer collections. The Bridal area enables customers to explore the "journey of light" within each diamond while the two private VIP salons offer a more personal and discreet service.

Showcase to the mainland

"Our philosophy is to provide a truly different diamond experience, and we believe the store design and special value-added features will be appreciated by the luxury buyers in Hong Kong," said Mr Auclert.

Apart from the strong domestic market, De Beers is also using Hong Kong as a showcase to the Chinese mainland.

"De Beers is expanding gradually and, of course, China is in the plan but, right now, nothing has been decided. That's why we will use our Hong Kong flagship store to cater to local clientele but also attract regional visitors, including mainland tourists."

De Beers plans to open its second free-standing boutique in Hong Kong by the second half of 2008.