De Beers is delighted to announce the opening of our first store in China, at Shin Kong Place, Beijing, marking its highly anticipated entrance onto one of the world’s fastest-growing jewellery markets. Read about the Diamond Seminar presented by Andrew Coxon to celebrate the launch of the Shin Kong StoreThe store was opened on 31 May 2011, in a launch hosted by François Delage, CEO of De Beers Diamond Jewellers, who declared ‘we are excited to open our first store in Mainland China, enabling us to fully share our exceptional passion and expertise in diamond selection, craftsmanship and diamond jewellery design with one of the largest and most discerning markets in the world. Building on our existing relationships with our Chinese clients from our stores across the world, we are now delighted to invite them to experience De Beers in China’. Exquisite diamond jewellery was showcased by the internationally renowned models Du Juan and Emma Pei. The most notable piece displayed was a stunning new addition to the Talisman Collection, the Pink Talisman Medal, which was specially designed to mark the launch of De Beers in China.