De Beers Launches First North American Pop-Up

De Beers Jewellers has opened its first pop-up shop in North America through a partnership with Watches of Switzerland.

The store in Greenwich, Connecticut, will feature De Beers branding and décor, but will be staffed by personnel from Watches of Switzerland-owned jewelry and watch retailer Betteridge. De Beers will offer a range of its natural-diamond jewelry and high-jewelry collections in the 1,200 square-foot space, the companies said in a joint statement last week.

Watches of Switzerland and Betteridge’s “rich history working with international luxury 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,” said Charles Stanley, president of De Beers North America. “We hope to grow our partnership and offer De Beers Jewellers collections and high jewelry in Watches of Switzerland luxury retail locations in other US markets.”

The pop-up opened Wednesday and will operate through January 2023. Last week’s launch included a cocktail celebration, with attendees including De Beers Jewellers CEO Céline Assimon, actress and lifestyle expert Eva Amurri, and popular Connecticut-based influencer Mackenzie Horan Beuttenmuller.

Image: The De Beers Jewellers pop-up. (De Beers/Watches of Switzerland.)