De Beers Diamond Jewellers (De Beers LV)has drawn up plans to open its frist jewellery store in Russia�s GUM shopping mall, early this November. According to GUM�s managing director, Teimuraz Guguberidze, the management of the Russian store will be entrusted to De Beers� Russian partner, although the partner remains unidentified. De Beers Diamond Jewellers, is the retail arm of De Beers and a 50:50 joint venture with LVMH