De Beers LV's first New York location is at the St. Regis Hotel on Fifth Avenue, at the corner of 55th Street. The company has signed a lease with Starwood Hotels and Resorts, for a 7,500 square foot retail store in the St. Regis Hotel.

The store is scheduled to open its doors sometime during 2004. The company says it wants to build on the lessons learnt from its first store in London, due to open towards the end of 2002 in London's prime shopping district, on Old Bond Street.

De Beers LV is following its stated strategy of securing prestigious sites in major luxury locations throughout the world.