François Delage, Global CEO of De Beers Diamond Jewelers, and Tay Liam-Wee, Chairman of Sincere Watch, the Brand's partner in Singapore were joined by one of Asia's top female stars, Karen Mok to cut the ribbon. Mok wore the De Beers Pear Collar, a dazzler of 678 matching pear shaped diamonds totaling over 122 carats. To complement the Pear Collar, she also wore the Cocktail Fizz earrings and a five-line ring made of woven lines of diamonds.
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The first De Beers diamond boutique in southeastern Asia opened this month at The Shoppes at Marina Bay Sands in Singapore.
One year ago, De Beers opened a Ginza flagship in Tokyo, Japan, but this new Marina Bay Sands boutique is the most recent flagship for De Beers Diamond Jewellers in Asia.
This showroom in Singapore was made possible through a partnership with the country’s leading luxury retailer, Sincere Watch Limited.
“The De Beers Marina Bay Sands boutique is an important flagship in Asia, as it marks the establishment of De Beers Diamond Jewellers in the southeast Asia region where there is a rich culture for the appreciation of diamond jewellery, as well as luxury, craftsmanship and refinement,” said François Delage, chief executive of De Beers Diamond Jewellers.
The 1,600 square-feet space is located in the heart of the luxury Marina Bay Sands shopping mall and incorporates contemporary design with the setting of glass, light and openness.
De Beers’s Marina Bay Sands boutique, like all other De Beers stores, is equipped with a De Beers Beauty Scan. Capturing what the eye sees in a flash, the De Beers Beauty Scan allows the customer to definitively see a De Beers diamond’s true superiority and brilliance. To provide added peace of mind and security each diamond above 0.2 carats is inscribed with the unique microscopic De Beers marque using a technology pioneered and patented by De Beers. Each diamond is registered and individually catalogued providing clients with the ultimate peace of mind, and each piece of jewellery is also accompanied by a De Beers passport guaranteeing its authenticity and provenance.
Tay Liam Wee, chairman of Sincere Watch, added, “Our almost 60 year heritage in luxury watch retailing has positioned us to capitalize on a rapidly growing, highly affluent and sophisticated but predominantly male-dominated consumer market. This partnership with De Beers comes at an opportune time for our group to further expand into the luxury arena but this time having a great offer for our lady customers. Our entrant into the jewelry market is a natural route and we are very excited with the prospect of working with one of the finest diamond companies in the world.”
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