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Cut Shaped Diamonds May Get the Attention of Customers

2002: Cut Shaped Diamonds May Be A Solution of Diamond Recession

Summer 2002

Joan Parker, who headed the Diamond Information Center for 29 years, has taken a job doing PR for a different De Beers — the one whose name will appear on a retail chain.

Her replacement is Sally Morrison, who previously did PR for Miramax Films and the American Foundation for AIDS Research.

In related news, the first De Beers store will open this November in London. It will feature a 57-facet octagonal cut diamond which will be marked with the De Beers’ name and individual serial numbers. The diamond collections are created designer Reema Pachachi and inspired by supermodel Iman.

The jewelry offerings include: the signature collection, a casual line starting at just under $800; the classic line, offering Riviera necklaces, bracelets and cross pendants, starting at just over $1,700; the watch line for men and women, starting at $4,700 and the bridal collection, offering classic solitaire designs in all cuts and contemporary creations, starting at just over $1,400. The flagship of the bridal line will be the De Beers’ engagement ring, with a signature "DB" logo setting.

The ebony and glass store interior will feature 360-degree counters, an open lounge area, a try-on counter and high-tech video screens.

An advertising campaign kicking off the opening will primarily target women and will feature Iman, as well as supermodels Erin O’Connor and Amy Wesson. The ads will appear in Britain’s leading fashion and lifestyle magazines in October.

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