De Beers seems definite to set up three retail stores in addition to its existing nine in the US. The stores are expected to be launched by year end. Each of the new stores will deliver designer collections including Talisman, Ice on Fire, and Radiance by in-house creative director, Raphaele Canot, as also bridal, unique one-of-a-kind high-end jewellery, and signature collections like Wildflowers.

The retail initiative of De Beers namely, De Beers Diamond Jewellers is a joint venture between De Beers and LVMH Moët Hennessy Louis Vuitton. As per Rapaport news, the company had mentioned the location of its proposed new stores, in early 2008. One store is planned at Costa Mesa, California, in South Coast Plaza, by November. Another 700 sq. ft. outfit is to be opened in Naples, Florida, also in November. The third, also a 700 sq. ft. store, will be opened in December in Bal Harbor, Florida.