De Beers Arrives in Selfridges' Wonder Room

Luxury jeweller De Beers has opened a sparkling new pop-up shop in Selfridges London in the Wonder Room, the home to several other luxury brands at the department store. Since opening in 2007, Selfridges’ Wonder Room has played host to the world’s most prominent luxury brands including Chanel, Cartier, Hermès and Tiffany & Co. 

For the first time ever, De Beers will be allowing customers to view a their beautiful hand-selected diamonds with the De Beers Iris, a unique telescopic technology that gives you the eyes and insights of a diamond expert, illustrating the beauty of each and every diamond with dazzling clarity. 

As well as stocking De Beers’ classic collection of diamond rings and jewels, the pop-up is showcasing the house’s new Aria collection as well as bespoke high jewellery creations.