Luxury Fashion and Lifestyle Magazine


De Beers Meet Chinese Tour Operators for Collaboration

Posted 01/30/2013 by in

Reporter: Junting Wei | Photographer: Yue Ma

(New York City) On January 23,2013, Shang Magazine , in partnership with De Beers Diamond Jewellers, hosted a private event filled withc hampagnes and gifts for NYC- based Chinese tour operators. The by-invitation-only event took place at the Diamond jeweller’s NYC flagship store at 703 Fifth Avenue. 30 tour guides from various travel agencies attended.Ms. Li Li, Publisher of Shang Magazine, and Ms. Devon Pike, CEO of De Beers Diamond Jewellers USA, were in attendance.

One highlight of the night was a keynote speech by Ms. Devon Pike, who introduced the brand’s history, signature collections,trademark pieces, as well as customer service philosophy. Specifically, Ms. Pike stressedthat De Beers’ combination of unparalleled access to the world’s best raw diamonds and world‐class designs, together with its extraordinary quality control system and exceptional in-‐store experience were the major factors that set the brand apart from its competitors.

Another highlight of the night was an in- store tour escorted by the store’s star sales associates known as “brand ambassadors”, who offered the tour operators an in-depth introduction to the diamond selection process, as well as the store’s signature pieces from the brand’s Bridal, Classics, and High Jewellery collections. Like many attendees who were listening attentively to the brand ambassadors, Ms. Jieli Li from Amerieast International Enterprise got so interested that she decided to try on several rings.

After the in‐store tour, two rounds of raffle drawings were conducted and two lucky winners were presented with gifts by Ms. Daniela Balzano-Hull, Store Director of the brand’s Manhattan store. As the event drew to a close, the brand released a plan to collaborate with the tour operators, who expressed excitement to work with the brand in the future.

For more information on the internationally-renowned jewellery brand, please visit


(From left) Li Li, Publisher of Shang Magazine poses for a group photo with Ms. Devon Pike, CEO of De Beers Diamond Jewellers USA, and Helen Li, VP of Sales of Shang Magazine.


Chinese tour operators listen to keynote speech at De Beers flagship store.


Chinese guests try on De Beers pieces.


Chinese guests try on De Beers pieces.


Ms. Jieting Li (right) tries on a De Beers ring.


Chinese guests ask questions about De Beers pieces.

About Shang Magazine:

Shang is a NYC-based leading fashion and lifestyle magazine. As an upscale Chinese fashion magazine in the USA, Shang is a bi-monthly publication that mainly targetsaffluent tourists from Mainland China, Hong Kong, and Taiwan, as well as Chinese-speaking consumers residing within the U.S. Besides its online edition, Shang is currentlyavailable in print in New York, Los Angeles, Las Vegas, and San Francisco.