De Beers Launches on Online Platform Farfetch

RAPAPORT... De Beers Diamond Jewellers has launched a new online store on e-commerce platform Farfetch dedicatedto its fine-jewelry collections, the company saidTuesday. The jeweler is featuring designs from its Enchanted Lotusand Talisman lines on the retail-and-fashion website, as well assome of its lower-price designs such as My First De Beers. Farfetch currentlyships to 100 countries and is available in 10 languages, enabling De Beers tobroaden its retail market, according to Franc??ois Delage, CEO of De BeersDiamond Jewellers. "This is an important step for our brand, providing instantaccess to a global audience with efficiency and scale, whilst strengthening ourbrand presence within new and existing luxury markets," Delage said. "ThroughFarfetch's marketplace model, we aim to deliver an inspirational and seamlessshopping experience for our customers, with diamond mastery at its core." Farfetch provides consumers with access toinformation about De Beers, as well as giving the background story behind eachof the collections available through the store. The site now also carries collections from Chopard, Pomellatoand Tiffany & Co., according to Fashion Network, an online news service.