Last week, De Beers launched its new store on New York’s famed Madison Avenue, and celebrated the milestone with a high voltage cocktail event attended by the who’s who of Manhattan.

The evening was a “tribute to talented women from around the world”, the Company said, in keeping with the brand’s DNA. High-fliers Kate Mara, Greta Gerwig and Fan Bingbing sported some sparkling De Beers creations while renowned London DJ Harley Viera-Newton regaled the guests with scintillating music.

On display was a very special gift from Mother Nature - a unique 109 carat type II A rough diamond in all its natural beauty. Considering its carat weight and colour, this sparkler is considered a rare find.

The 2,153 sq.ft  store is spread over two storeys and boasts a store design specially developed to showcase the full range of De Beers’  creations to their best advantage whilst at the same time “offering a more intimate and enhanced customer experience”, De Beers revealed. “It does feature, for the first time in the American market, a new and inspiring store concept, featuring a warm and elegant yet luminous and singular atmosphere,” the Company stated.

“The entrance to the store features a unique natural rock crystal chandelier emitting a warm light which combines beautifully with the untreated oak of the elegant furniture and the rich textures of the fabrics,” the Company said, describing the store. “De Beers have partnered with the finest artisans to create this unique space – from the beautifully crafted curved wall around the stairs to the way the fabrics have been carefully set in place.”

 “We are delighted to unveil our new home on Madison Avenue in New York, an address representing better the positioning of our brand and customer experience,” commented François Delage, CEO De Beers Diamonds Jewellers. “We have designed this new space with our clients in mind to fully express our brand’s uniqueness and convey our century old diamond understanding in a friendly setting. Through this beautiful space dedicated to our craft, we invite our clients to an intimate and personal experience where expertise meets emotion! It is also a strong signal to the American market and our customers.”

The store also sports the De Beers Iris, an in-store demonstrator. The Company says “This technology offers visitors a chance to look at diamonds with the eyes of an expert and discover the unique beauty of each diamond.”