De Beers has opened its first store in Hong Kong, Women’s Wear Daily reports.

The 2,200-square-foot store is located in the city’s premiere luxury shopping mall, The Landmark, with neighbors that include competitors Tiffany & Co. and Dickson Watch & Jewellery (which sells such brands as Rolex, Bulgari and Chopard) as well as the Christian Dior, Valentino, and Harvey Nichols flagships, WWD reports. It fronts Des Vouex Road but doesn’t have is direct access into the pedestrian-filled mall.

The store is operated as a franchise by Lane Crawford Joyce Group, which will open a second De Beers store in the shopping district Tsim Sha Tsui later this year, as well as a store in Macau, slated to open in a few months at one of the major hotel-casino developments, WWD reports.

De Beers now has 23 stores, with plans to expand to 49 by the end of this year, WWD reports.

JCK