Article: DE BEERS LV'S AMERICAN DREAM.

Byline: Samantha Conti

LONDON -- De Beers LV is ready to storm the U.S. jewelry market.

The diamond jewelry joint venture between the South African trading company and LVMH Moet Hennessy Louis Vuitton will make its long-awaited U.S. debut in June, with a 6,000-square-foot store on the corner of Fifth Avenue and 55th Street in Manhattan. In October, it will open a similar unit on Rodeo Drive in Beverly Hills.

Over the next five years, the company plans to roll out 20 more stores in the U.S., measuring 2,000 to 2,500 square feet, in cities including Chicago, Las Vegas, Miami, San Francisco and Palm Beach, Fla. The company is also mulling ...

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