De Beers’ concept space at the Wonder Room at Selfridges

Wonder no more as to what is going on in the Wonder Room at Selfridges, because the perfect location for De Beers newest bobby dazzlers and host of international clientèle has now made for the perfect pop-up at London’s most discernible department store. In the exclusive enclosure, clients will be invited to see what makes De Beers a diamond cut above the rest, and when we say see, we really mean see.

For the first time ever, De Beers will be allowing customers to view a bevy of diamonds with the De Beers Iris, a unique telescopic technology that gives you the eyes and insights of a diamond expert, illustrating the beauty of each and every diamond with dazzling clarity.

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Fullscreen capture 14072014 212357The new Aria High Jewellery Collection

Hand-selected by experts who don’t need Iris technology, every De Beers diamond is an exception in itself and along with the new pop-up also comes exceptional new diamonds in the form of timeless classics and bespoke high jewellery creations, including their most recent Aria High Jewellery Collection.

CEO of De Beers Diamond Jewellers, Francois Delage said he was “delighted to bring our unique diamond mastery and wondrous designs to the unique Wonder Room at Selfridges”, succeeding key flagship stores in London’s Old Bond Street, New York, Paris, Tokyo and Shanghai that contribute to a worldwide recognition. Marking an exciting new pinnacle of growth for “the jewellers of light”, the new pop-up, open now, also comes during an exciting time for Selfridges as they prepare to celebrate the most successful designers on the planet with their major upcoming AW14 fashion project, “Masters of Fashion”.

by Liam Feltham

Images courtesy of De Beers

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