Supplier BulletinApr 24, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
EditorsAug 04, 2014
De Beers down to 4 US stores
When I was wading through the De Beers Group’s first-half results recently, a paragraph about De Beers Diamond Jewellers, the retail chain De Beers operates in a 50/50 joint venture with luxury goods conglomerate LVMH, stuck out to me.
After reading the report I, naturally, reached out to De Beers to ask about the status of the chain in the U.S., which some light Internet research revealed now consists of a total of four stores in the U.S. plus one in Vancouver, bringing the North American total to five.
Off the top of my head, I would have said that I thought De Beers had double, or more than double, that number of stores here at one point, as many as eight or possibly even 10.
As it turns out, my initial estimate was a bit low. National Jeweler’s archives show (and the company confirmed) that De Beers had 11 stores in the U.S. at one point.
They began opening in 2005, starting with Beverly Hills, Calif. and New York, before spreading to Las Vegas, Houston, Washington, Dallas, Honolulu, San Francisco, Costa Mesa, Calif., and Naples and Bal Harbour, Fla., which was its 11th location and opened in late 2008.
Today, all that’s left are the stores in New York, Houston, Costa Mesa and Naples.
What is ailing this chain, which once ranked No. 40 on our list of the Top 50 North American Retail Chains by store count, in the U.S.?
First and foremost, the U.S. is a saturated market where even already-well-established brands are having a tough time surviving today due to a number of factors, including Internet sellers and more competition for consumers’ luxury dollars. It makes sense for the chain to turn its attention to China, which is hungry for brands and boasts a growing population of consumers who want to spend their money on jewelry.
It also seems that the company can’t quite settle on an executive to lead the business here, which could be due to uncertainty from headquarters in London on where to take the chain in the U.S., failure to find somebody with the right vision or some combination of both.
Keeping track of who’s leading De Beers Diamond Jewellers in the U.S. is akin to following my friend Jill’s (not her real name) love life: New people that she touts as very promising always
are entering the picture only to depart a short time later but, perhaps, resurface at some point after she runs into them while buying sunglasses on the street in SoHo. Even as her friend, you feel as though you need a flow chart to understand whom she’s dating. But, I digress.
Alyce Alston came over from W magazine in 2005 to help De Beers and LVMH launch their joint retail venture here and she stayed with the company until March 2007 as the CEO of De Beers Diamond Jewellers North America.
After Alston left, Hamida Belkadi, who was the chain’s vice president of sales and marketing, stepped in briefly as acting CEO for a time but never officially took the position.
The chain functioned without an official U.S. CEO until early 2009, when Belkadi was named to the post. She stayed for almost two years, departing at the end of 2010.
After Belkadi left, Devon Pike came over from Juicy Couture to run the chain in mid-May 2011. (The hiring of Pike, incidentally, led to a lawsuit from a Hispanic executive who claimed that she was passed over for the CEO position in favor of a “less-qualified white woman.” The two parties eventually reached a confidential settlement in the case.)
Pike stayed until January 2014, when she departed to become president of Givenchy Couture U.S., also an LVMH brand.
Now the chain is headed by Sidonie Robert-Degove, who worked on Louis Vuitton and Berluti within LVMH before being name the general manager of De Beers Diamond Jewellers in Europe four years ago and, more recently, taking on responsibility for the U.S.
A spokeswoman for the chain said they have some “exciting plans” for De Beers Diamond Jewellers here but could not provide any more details. Whether or not those plans include opening more stores remains to be seen.
Alyce Alston came over from W magazine in 2005 to help De Beers and LVMH launch their joint retail venture here and she stayed with the company until March 2007 as the CEO of De Beers Diamond Jewellers North America.
After Alston left, Hamida Belkadi, who was the chain’s vice president of sales and marketing, stepped in briefly as acting CEO for a time but never officially took the position.
The chain functioned without an official U.S. CEO until early 2009, when Belkadi was named to the post. She stayed for almost two years, departing at the end of 2010.
After Belkadi left, Devon Pike came over from Juicy Couture to run the chain in mid-May 2011. (The hiring of Pike, incidentally, led to a lawsuit from a Hispanic executive who claimed that she was passed over for the CEO position in favor of a “less-qualified white woman.” The two parties eventually reached a confidential settlement in the case.)
Pike stayed until January 2014, when she departed to become president of Givenchy Couture U.S., also an LVMH brand.
Now the chain is headed by Sidonie Robert-Degove, who worked on Louis Vuitton and Berluti within LVMH before being name the general manager of De Beers Diamond Jewellers in Europe four years ago and, more recently, taking on responsibility for the U.S.
A spokeswoman for the chain said they have some “exciting plans” for De Beers Diamond Jewellers here but could not provide any more details. Whether or not those plans include opening more stores remains to be seen.
More on Editors
The Latest
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99 A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to NoncomplianceThe company failed to file its quarterly reports in a timely manner.
Brought to you by
Protect Your Customers and Your BusinessThe risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.
SourcingApr 24, 2025
Young Diamantaires Transition to NonprofitThe organization also announced its board of directors.
Weekly QuizApr 24, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsApr 24, 2025
Amanda’s Style File: So CharmingCharms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in ItalyLocated in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ AwardPaola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to AuctionA platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen BrownThe basketball stars wear men’s jewelry from the “Curb Chain” collection.
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine JewelryThe Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry CollectionThe 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of MouthLilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth OfficerGCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow IndependentThe Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.
IndependentsApr 21, 2025
New York Jeweler to Close After 111 YearsVan Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise StrategyIndustry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.
Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host ConventionThe two organizations will hold the educational event together this fall in Mississippi.
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ PendantThe Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated StoreThe jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day CampaignThe “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired CollectionInterior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs ImpactDuring a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.
Lab-GrownApr 17, 2025
NDC Launches Its Diamond Learning CenterThe free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.
