Monday, May 20, 2024

De Beers’ Nature-themed High Jewelry Exhibition Debuts in Shanghai

SHANGHAI — De Beers Jewellers, the consumer-facing arm of the renowned diamond mining and trading enterprise De Beers Group, introduced its “Inspired by Nature” exhibition in Shanghai last week, captivating attendees with a showcase of exquisite pieces.


The exhibition, unveiled by the 23-year-old De Beers Jewellers, showcased over 300 items from its high jewelry collection, featuring rare mounted diamonds in both clear and colored variations. Divided into three distinct sections, the exhibition provided a comprehensive glimpse into the brand’s creativity and craftsmanship.


The first segment, titled “Natural Works of Art,” boasted an expansive display of white, yellow, pink, blue, green, and orange diamond jewelry, including the highly anticipated debut of a 1.26-carat radiant-cut fancy red diamond, exclusive to the Chinese audience.

Transitioning to “Designs That Transcend Time,” the exhibition spotlighted De Beers’ commitment to innovative design and meticulous craftsmanship. Finally, “High Jewelry Icons” offered a panoramic view of the brand’s 11 nature-inspired high jewelry collections, such as the Enchanted Lotus, Portraits of Nature, and Adonis Rose.

The event was graced by the presence of brand ambassador Zhao Liying, renowned for her leading roles in numerous Chinese television dramas. Adorned with an Aella oval-cut diamond ring and the Okavango Chameleon colored diamond set, Zhao Liying exemplified elegance and sophistication.

Joining the festivities were notable figures such as top model Sui He and socialite-turned-social commerce influencer Teresa Cheung, who donned pieces from the Enchanted Lotus collection and the Simple Shank range, respectively.

Céline Assimon, CEO of De Beers Jewellers, emphasized the strong demand for craftsmanship and legacy pieces among Chinese clientele. She highlighted the discerning nature of Chinese consumers, who prioritize sophistication and quality, appreciating the brand’s emphasis on meticulous craftsmanship over sheer size.

Assimon underscored the exhibition’s significance in cultivating genuine connections with high-net-worth individuals investing in high jewelry pieces, offering a unique branded experience beyond retail. She emphasized the distinctiveness of De Beers Jewellers’ design philosophy and expertise in investment-grade diamonds, reinforcing its position in the market.

With colored diamonds emerging as sought-after treasures, particularly among Chinese consumers, Assimon noted a growing preference for personalization and symbolism in jewelry selection. She highlighted the enduring popularity of the Enchanted Lotus range, renowned for its symbolism and unisex appeal, especially among younger demographics and celebrities.

Established in 2001, De Beers Jewellers leverages over 135 years of diamond expertise inherited from its parent company, De Beers. With a global presence spanning over 40 stores, including a significant presence in the Greater China region, the brand continues to captivate audiences worldwide with its timeless elegance and exceptional craftsmanship.

As De Beers Jewellers continues to expand its footprint in emerging markets such as Nanjing, Chengdu, and Wuhan, Assimon reaffirmed the brand’s commitment to delivering unparalleled beauty and quality to discerning clientele worldwide.


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