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De Beers diamond jewelry will debut in Las Vegas in January 2007, at The Forum Shops at Caesars, 3570 Las Vegas Blvd South, Las Vegas, Nevada, announced Guy Leymarie, Worldwide Chief Executive Officer of De Beers Diamond Jewellers and Alyce Alston, Chief Executive Officer of De Beers Diamond Jewellers North America.

The Las Vegas store, at 1,186sq ft, will be the third store in North America, following the June 2005 launch at Fifth Avenue and 55th Street, New York City and the December 2005 launch on Rodeo Drive, Beverly Hills.

The De Beers store will feature new collections designed by De Beers Creative Director, Raphaele Canot, including Secrets of the Rose, Talisman, and Radiance. In addition, bridal, exceptional one-of-a-kind high-end jewelry, and signature collections, such as Wildflowers will be featured.

The Las Vegas decor features transparence and sophistication that present an uncluttered context for the jewelry in an impressive environment. The design of each De Beers store is at the service of the unique and beautiful De Beers diamonds. In an environment where lighting is elemental, the sparkle of De Beers diamonds dominate the customer’s eye from the moment they enter the store. With concepts by Antonio Citterio, the De Beers Las Vegas store features open spaces, mahogany walls, etched glass paneling, and a VIP area for private presentations. In addition, 360° counters bring the De Beers client a unique ‘side-by-side’ experience when selecting diamond jewelry, where customers can browse without a salesperson across the display case from them.

Since 1888, De Beers has been the world’s leader in the discovery, evaluation and selection of diamonds. This expertise was the preserve of the professional trade until 1939 when De Beers introduced consumers to the concepts of the 4Cs (Carat, Color, Clarity and Cut). These four basic elements led the way to the development of a better understanding of diamonds with now several independent institutes using them as their evaluation criteria of a diamond’s value.

However, the 4Cs do not tell the complete story of a stone. Two diamonds with identical 4Cs can have a very different “life” and “fire;” their sparkle – and therefore their appeal and magic – is not captured fully by the 4Cs.

With an expertise in selecting diamonds that spans over a century, the De Beers Diamond Jewellers experts can recognize exceptionally sparkly and lively stones when they see them. De Beers Diamond Jewellers is the only company allowed to market exceptional “De Beers” branded jewelry around the world.

De Beers is proud to share this expertise with clients through the De Beers Diamond Beauty Scan. The Beauty Scan is a technology that allows an untrained eye to immediately see the beauty of a stone.

The Diamond Beauty Scan offers consumers immediate visual proof of their diamond’s beauty, illustrating how well it reflects light at any time. A symmetrical Beauty Scan image indicates that the cut of the facets is optimized for beauty, not weight. An asymmetrical image indicates that the diamond facets are not in perfect alignment, causing the diamond to leak light. De Beers’ experts believe that this new technology will provide a unique diamond buying experience, especially for the first time diamond buyer.

De Beers Diamond Jewellers was established in 2001 as an independently managed and operated company by De Beers SA, the world’s premier diamond mining and marketing company, and LVMH Moët Hennessy Louis Vuitton, the world’s leading luxury goods company.