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FLAWLESS
De Beers Setting A Diamond Trend
By Brenda Hawkins
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iamonds are a girl’s best friend. So, if you are a woman
dreaming of diamonds unlike any other, your dream has
become a reality, just off Marco Island in Naples, at De Beers.
Internationally known for its brilliant Millennium Star, a flawless
222-carat pear-shaped, the company has opened its 10th store in
the continental U.S. nearby at Waterside Shops.
The new De Beers store at Waterside Shops in Naples.
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Hamida Belkadi, De Beers chief operating officer, says
the decision to come to the area was an easy one.
“We felt that Naples was a solid, established, wealthy
community of people who have a sophisticated taste for
luxury, desire high quality and can appreciate the best
in diamonds,” explains Belkadi. “I visited the center
at Waterside (Shops) and thought it was so beautiful
with its gorgeous cascading waterfalls. It’s the perfect
environment for De Beers.”
That’s because De Beers only sells diamonds. No colored
stones. Not even plain gold; just superior quality, conflictfree diamonds in fabulous, original settings.
De Beers brand ambassadors not only say their
product is top-quality, they actually show customers, by
performing a “beauty scan” on their selected stones. It’s
a machine that makes it possible for diamond lovers to
appreciate how light penetrates a gem and reflects it back,
lighting up all the facets.
“The most important characteristic of a diamond is
that it has maximum fire, life and brilliance, regardless
of its carat weight,” says Belkadi. “That’s why we like to
demonstrate our superior quality in the store. The beauty
scan makes it possible for customers to see their diamond
as if they were an expert.”
It’s just one way De Beers instills confidence in would-be
purchasers.
De Beers diamonds are not only certified by the
Gemological Institute of America, but are regraded and
certified by the Diamond Institute in London, before
they’re issued a De Beers “passport” that goes with each
one to guarantee their quality. Special technology is then
used to etch a tiny De Beers serial number – only visible
when magnified 250 times – into each for extra security.
The magnificent Millennium Star took three years to cut, including one spent
analyzing the best way to cut the 700-carat rough stone. It was sold to an undisclosed
buyer for an undisclosed sum in 2005.
The interior of the De Beers store in Naples.
As to trends in diamond styles, Belkadi was unequivocal.
“The round brilliant cut has been No. 1 forever. It’s still
the most popular for an engagement ring, by far, but,” she
adds, “the cushion cut (square, with a rounded center) has
a vintage feel that is also very attractive.”
While pink and blue diamonds are the most requested
by customers looking for investment stones, Belkadi
explains that De Beers Talisman collection, introduced in
2005, is the most in demand.
“We were the first to use rough diamonds with polished
ones,” she said. “It’s a very organic, mystical, earthy look.
People love it.”
In a prominent corner location right in the middle
of Waterside Shops, the cozy, 744-square-foot store
offers one-of-a-kind, high-end and bridal jewelry, from
diamond studs and cufflinks to pendants and tennis
bracelets, as well as new collections designed by Creative
Director Raphaele Canot, such as Ice on Fire, Radiance
and other signature lines that are a union of the world’s
most beautiful diamonds and its most talented designers.
De Beers is well on its way to becoming the worldwide
leader in diamond jewelry sales, with 47 stores
internationally since 2002, including five that opened this
year, and a plan to have 100 stores open within the next
decade.
“We’re very pleased to be a part of the Naples
community. We’ll find the perfect diamond for every
customer,” says Belkadi. M
De Beers Diamond Jewellers, Ltd.
The Waterside Shops
5495 Tamiami Trail North
www.debeers.com
(239) 254-7989
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