CollectionsNov 16, 2022
There’s a New Jewelry Destination in Greenwich, Conn.MajorsNov 23, 2022
De Beers Jewellers Is Popping Up in Connecticut
The temporary store is the result of a collaboration with Betteridge.
De Beers Jewellers has made its American debut with this pop-up shop now open in Greenwich, Connecticut.
Greenwich, Conn.—De Beers Jewellers’ first North American pop-up is underway.
The retail arm of De Beers Group opened a temporary outpost on Greenwich Avenue in Greenwich, Connecticut last week, just in time for the holiday season.
The 1,200-square-foot space displays various De Beers collections, including high jewelry, and De Beers branding and décor throughout.
The pop-up is the result of a partnership with Betteridge, the jewelry and watch retailer that can trace its history to 18th century England and has been through four generations of familial ownership.
Located in Greenwich since the 1940s, Betteridge was acquired by Watches of Switzerland a year ago.
Related stories will be right here …
The retail arm of De Beers Group opened a temporary outpost on Greenwich Avenue in Greenwich, Connecticut last week, just in time for the holiday season.
The 1,200-square-foot space displays various De Beers collections, including high jewelry, and De Beers branding and décor throughout.
The pop-up is the result of a partnership with Betteridge, the jewelry and watch retailer that can trace its history to 18th century England and has been through four generations of familial ownership.
Located in Greenwich since the 1940s, Betteridge was acquired by Watches of Switzerland a year ago.
Betteridge is operating the De Beers pop-up, managing client sales, customer service, and back-office operations, De Beers said.
“We are delighted to have Betteridge and The Watches of Switzerland Group as our partner for the first De Beers Jewellers pop-up in North America,” said President of De Beers North America Charles Stanley.
“Their rich history working with international luxury jewelry and watch brands and sophisticated clientele that understand the exceptional quality, unmatched rarity, and exquisite design that De Beers offers make this an ideal union. We hope to grow our partnership and offer De Beers Jewellers collections and high jewelry in Watches of Switzerland luxury retail locations in other Unites States markets.”
To kick off De Beers’ North American venture, the company, alongside Betteridge, hosted a cocktail party for influencers and executives alike.
Actress and influencer Eva Amurri pictured in De Beers Jewellers designs
Held Wednesday, Nov. 16, the event included De Beers Jewellers CEO Céline Assimon, actress and influencer Eva Amurri, and Connecticut-based influencer Mackenzie Horan Beuttenmuller toasting to the new store as DJ Pamela Tick played a live set.
Guests were treated to personalized monogrammed De Beers jewelry pouches by Brooke Shepard, the founder of Greenwich-based company Monogram Mary.
The De Beers Jewelers pop-up in Greenwich will operate through January.
Editors' Picks
Sponsored by
More on Majors
The Latest
Weekly QuizOct 03, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
PodcastsJan 12, 2026
Introducing My Next Question, the PodcastA monthly podcast series for jewelry professionals
Brought to you by
Navigating Cybersecurity: Essential Guidance for JewelersFrom protecting customer data to safeguarding inventory records, it's crucial to learn how to tackle cybersecurity challenges.
PodcastsNov 27, 2025
Test Podcast With VideoTest Podcast With Video. New interview with Ada Lovelace.
PodcastsNov 25, 2025
Test New Podcast PostAbstract for tests. New Podcast interview with John Lennon, Jimi Hendrix and Jim Morison.
ColumnistsOct 09, 2024
Peter Smith: 7 Things to Know When Selling LuxuryAhead of the holiday season, Smith delves into the often subconscious reasons people buy luxury products for themselves or their loved ones.
AuctionsOct 09, 2024
Rolex Worn on Apollo 14 Mission Up for SaleThe GMT-Master “Pepsi” belonging to astronaut Edgar Mitchell is a standout in RR Auction’s online “Space Auction,” going on now.
MajorsOct 09, 2024
PGI Launches New Virtual Sales TrainingRetail sales associates can access the video series on mobile to refresh their selling skills.
Policies & IssuesOct 09, 2024
GJNRF: Reaching Out, Rebuilding Futures For 25 years, India’s Gem & Jewellery National Relief Foundation has provided aid in the wake of war, natural disasters, and global crises.
AuctionsOct 08, 2024
Sotheby’s Selling Jewelry That Belonged to a Bulgarian TsarThe November auction will feature a collection of jewels owned by Ferdinand I, the first king of modern Bulgaria, and his family.
SourcingOct 08, 2024
Rio Tinto Begins New Phase of Production That Will Extend Diavik’s LifeCommercial production has begun underground at the Canadian diamond mine’s A21 pipe.
SurveysOct 08, 2024
What to Know About Online Shopping This Holiday SeasonDeloitte and Adobe Analytics shared their insights on the season, from the retail sales forecast to the role of generative AI.
CollectionsOct 08, 2024
Sylvie Adds New Men’s BandsThe Texas-based jeweler collaborated with luxury clothing brand Uncommon Man on men’s bands designed with European influences.
SourcingOct 08, 2024
Is Current Diamond Industry Turbulence Shaping a ‘New Normal’? Industry players have found ways to cope with market conditions while working to reshape themselves in the face of emerging realities.
SourcingOct 07, 2024
Rio Tinto to Offer 76 Diamonds in 2024 Beyond Rare Tender The sales event, in its second year, features a selection of rare diamonds from the miner’s Argyle and Diavik diamond mines.
CollectionsOct 07, 2024
Olympian Kristi Yamaguchi Partners With Heller Jewelers on New CollectionA portion of the proceeds from the “Always Dream” collection will go to Yamaguchi's foundation, supporting early childhood literacy.
SurveysOct 07, 2024
Hill & Co.’s New ‘Business of Jewelry Report’ Is OutThe first in what is slated to be a series of in-depth reports from the consulting company, it focuses on shortening supply chains.
