De Beers plans to set up 130-140 retail outlets by 2013-end

De Beers intends to open 130-140 doors (retail outlets) by 2013 end and the company is a very young brand and is only one year old in Indian market. Their intention is to ensure that right diamond goes to the right consumer. At present, De Beers has partnerships with 85 retailers in the country and is present in 13 cities. A change being seen in Indian consumer was that they were keen to have daily ware diamonds. The brand recently announced its launch in Kerala by associating with Sunny Diamonds, known for its unique blend of traditional and contemporary designs, and unveiling a new collection. Such a big expansion plan of the company will be an added advantage of the signage companies dealing in in-shop branding, signage, graphics and others.