PARIS — De Beers Jewellers plans to open a flagship on Rue de la Paix in 2025, the diamond specialist said Friday.
“We have been looking to establish our presence in the city for some time, and the location on Rue de la Paix is perfect,” said De Beers Jewellers chief executive officer Céline Assimon. “The new store demonstrates our ambitions and commitment in Europe as part of our continued growth and expansion.”
In December, during the brand’s first European pop-up at Galeries Lafayette, Assimon had told WWD she was searching for a Paris flagship.
In a statement shared with WWD first, the jeweler confirmed the upcoming store would be a two-floor, 5,000-square-foot unit located in a heritage listed building and designed by the renowned French interior architect Pierre-Yves Rochon.
The store is slated to open in the winter of 2025, and will offer the brand’s fine and high jewelry collections.
The brand currently has a flagship on London’s Old Bond Street and more than 30 stores worldwide, with half of them in the Greater China region. It has two retail points in Paris, in the Printemps and Galeries Lafayette department stores on Boulevard Haussmann, and an international e-commerce site.
After the “Inspired by Nature” exhibition in Shanghai in March, the jeweler will unveil the second chapter of its “Forces of Nature” high jewelry collection in Paris during Couture Week.
De Beers Jewellers is the 23-year-old retail arm of the diamond mining and trading giant De Beers Group. As reported, De Beers Group has been put up for sale by its parent, the mining giant Anglo American. The London-based Anglo American is also considering spinning off its coal, nickel and platinum businesses in an effort to consolidate its operations, and unlock more value for shareholders.
