De Beers Aiming for the Golden Globes
January 16, 03 by Nikki Glekin
Representatives of De Beers LV arrived in Beverly Hills this week, hoping to impress Hollywood stars with their new line of diamond jewelry.
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| Iman in DB LV ad |
De Beers LV, the independent joint venture set up in 2001 by diamond miner De Beers and luxury goods group LVMH Moet Hennessy Louis Vuitton chose the Golden Globes movie awards week to unveil its new jewelry line.
"We can outdo anyone on huge rocks. But my dream would be to see two stars on the red carpet one wearing rocks and the other wearing a De Beers piece of outstanding style," De Beers LV Chief Executive Alain Lorenzo told Reuters.
The new line, which went on sale at De Beers LV first store in London last month, ranges from small pendants starting at around $750 dollars, to diamond-studded leather chokers selling for $14,000 and delicate necklaces made up of some 2,000 pave-set diamonds selling for a modest $105,000.
