Press Releases

30 April 2006

De Beers Opening at Mall of the Emirates - Dubai

De Beers jewellery will debut in the Middle East with its flagship store at Mall of the Emirates, announced Mr. Issa Abu Issa, Chairman and Chief Executive Officer, of Salam International Investment Limited, the De Beers franchisee for the Middle East.

The Dubai store will be De Beer’s first home in the Middle East, with a plan to open stores in the key cities of the region in the near future.

“De Beers stands for diamonds,” stated Mr. Guy Leymarie, Chief Executive Officer of De Beers LV. “It is the diamond expert and we expect the De Beers boutique to be a destination for diamond jewellery. We are very pleased to partner with Salam International Investment Limited. Due to Salam’s expertise in retail and its management we are very confident in the success of this venture.”

The store will be the site of the Middle East debut of Talisman and Radiance, De Beers’ latest collections, along with signature collections such as Talisman, Radiance, Wildflower and Grasslands, as well as the exceptional De Beers collection of one-of-a-kind high-end jewels.

Architect Christophe Carpente of CAPS in Zurich, designed the Dubai store, and it is the perfect realization of the De Beers concept “The décor features transparence and sophistication. Signature elements such as etched glass, rouge noire walls, ebony walls and 360° counters present an uncluttered context for the merchandise.

The store is an impressive and accessible environment.” In a retail environment where lighting is essential, the sparkle of De Beers diamonds dominates the customers’ eye from the moment they enter the store.

De Beers now has twelve stores in London, Paris, New York, Los Angeles, Tokyo, Kyoto and Osaka.

De Beers Dubai is located at Mall of the Emirates on the First Floor.