De Beers Opens Three Boutiques In Tokyo
September 10, 03
De Beers LV opened three boutiques in Tokyo today, the first since the first store opened in London’s Old Bond Street. As first reported in IDEX, the three are not stores, but outlets within major department stores.
Each boutique is between 1300 and 1500 square ft., which, according to De Beers LV’s CEO Alain Lorenzo, is considered very big for jewelry shops located inside department stores. 
The DB-LVMH venture
moves to the next stage
“The look and feel of each store is close to the London Bond street flagship store. The range of products sold is the same as in London, consisting of signature collections, diamond engagement rings, and a high-end selection of rare diamonds,” says Lorenzo
The three department stores in which De Beers opened the boutiques are Takashimaya, Matsuya and Isetan, covering the three different shopping districts of Nihonbashi, Ginza, and Shinjuku in Tokyo.
The outlet within a department store initial launch strategy was used in the past by other luxury brands, planned to benefit from the massive customer traffic of these department stores and generate high brand visibility.
Within the department stores two of boutiques are on ground floor locations next to the main department store entrance. 
De Beers style icon Iman
appeared at the openings
The opening today marks the beginning of the second stage in the life of the retailer. At the opening of the London store De Beers LV went through a learning stage, during which the company fine-tuned its operation and product range prior to a world rollout.
The company is now planning an international rollout focused on Japan and the US, two countries that together account for 60 percent of the world diamond jewelry market.
Next New York and Los Angeles locations are scheduled to open in the fall of 2004.