De Beers Diamond Jewellers has ventured to open a store in Tokyo, Japan. The location is in the central Ginza district. The retail outfit is a joint venture between De Beers and Louis Vuitton Moet Hennessey (LVMH). Its new Tokyo store makes the list of De Beers stores worldwide to 23.

The store is a two-storey showroom for De Beers’ diamond collections, other jewellery, high-end watches and bridal wear. The design has been conceived by French architect Christophe Carpente. The official store opening will have a special display that of a 296.56 carat yellow rough diamond valued at $2.2 million.