Majors

De Beers Jewellers Is Popping Up in Connecticut

MajorsNov 23, 2022

De Beers Jewellers Is Popping Up in Connecticut

The temporary store is the result of a collaboration with Betteridge.

De Beers Jewellers has made its American debut with this pop-up shop now open in Greenwich, Connecticut.
Greenwich, Conn.—De Beers Jewellers’ first North American pop-up is underway.

The retail arm of De Beers Group opened a temporary outpost on Greenwich Avenue in Greenwich, Connecticut last week, just in time for the holiday season.

The 1,200-square-foot space displays various De Beers collections, including high jewelry, and De Beers branding and décor throughout.

The pop-up is the result of a partnership with Betteridge, the jewelry and watch retailer that can trace its history to 18th century England and has been through four generations of familial ownership.

Located in Greenwich since the 1940s, Betteridge was acquired by Watches of Switzerland a year ago. 

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Betteridge is operating the De Beers pop-up, managing client sales, customer service, and back-office operations, De Beers said.

“We are delighted to have Betteridge and The Watches of Switzerland Group as our partner for the first De Beers Jewellers pop-up in North America,” said President of De Beers North America Charles Stanley.

“Their rich history working with international luxury jewelry and watch brands and sophisticated clientele that understand the exceptional quality, unmatched rarity, and exquisite design that De Beers offers make this an ideal union. We hope to grow our partnership and offer De Beers Jewellers collections and high jewelry in Watches of Switzerland luxury retail locations in other Unites States markets.”

To kick off De Beers’ North American venture, the company, alongside Betteridge, hosted a cocktail party for influencers and executives alike.

Actress and influencer Eva Amurri pictured in De Beers Jewellers designs
Actress and influencer Eva Amurri pictured in De Beers Jewellers designs

Held Wednesday, Nov. 16, the event included De Beers Jewellers CEO Céline Assimon, actress and influencer Eva Amurri, and Connecticut-based influencer Mackenzie Horan Beuttenmuller toasting to the new store as DJ Pamela Tick played a live set.

Guests were treated to personalized monogrammed De Beers jewelry pouches by Brooke Shepard, the founder of Greenwich-based company Monogram Mary. 

The De Beers Jewelers pop-up in Greenwich will operate through January. 
Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

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