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In 2001, De Beers entered into a retail joint venture with French luxury goods company Louis Vuitton Moet Hennessy LVMH which owns the Moët & Chandon champagne brand and designer fashion labels like Christian Dior S.A.. The venture established an independently managed De Beers diamond jewellery company. The joint venture, called De Beers Diamond Jewellers Ltd, sells diamond jewelry.

Founded
De Beers Diamond Jewellers is a joint venture between LVMH and De Beers which was realized in 2001.

De Beers Diamond Jewellers now operates in twenty-one locations in Asia, nine European locations, three Middle East locations and ten US locations.

De Beers Diamond Jewellers is known as, "The ultimate destination for diamond jewellery."

The company has since launched their website, “The new Debeers.com and the accompanying digital campaign mark an important step for De Beers Diamond Jewellers. It is a truly immersive experience that brings our art of diamond jewellery to light-with beautiful images, bespoke content from diamond jewellery experts and a unique insight into our design creations. We see it as the definitive diamond information resource, expressing our role as the diamond mentor for consumers,” said CEO Francois Delage.

Current Locations
De Beers Diamond Jewellers houses boutiques in three continents and four regions. In Asia their boutiques can be found in Beijing, Dalian, Hong Kong, Tianjin, Aichi, Hakata, Kobe, Kyoto, Osaka, Tokyo, Korea, Macau, Singapore, and Taipei.

In Europe, De Beers Diamond Jewellers can be found in two Paris locations, Almaty, Moscow, Kyiv, and four London locations (including Harrods and their Old Bond Street flagship).

The Middle East hosts locations in Bahrain and Dubai, while the United States has De Beers Diamond Jewellers boutiques in Bal Harbour, Costa Mesa, Dallas, Waikiki, Houston, Las Vegas, Naples, New York, San Francisco, and Washington D.C.

Collections
Since 2001 De Beers Diamond Jewellers have released several well received collections, including the "Enchanted Lotus" collection, the "De Beers Aura" collection, the "Reverie Collections", "Adonis Rose", "Azulea", "Atea", "Wildflower", and "Talisman Collection".

Engagement Rings
De Beers Diamond Jewellers has become a popular option amongst celebrities and socialites for their engagement ring choices.

Pop Culture
Many celebrities have worn De Beers Diamond Jewellery rings, necklaces and earrings for their red carpet appearances, weddings and formal engagements. Including: Adele, Michelle Williams, Alicia Keys, and Lana Del Ray.