Dior unveils a rare 150-carat yellow diamond to celebrate the opening of its new flagship

Dior unveiled an exceptional rare diamond to celebrate its newly renovated Parisian flagship store.

After two years of renovation, the boutique at 30 avenue Montaigne has had a facelift – with a restaurant, an apartment, three gardens and an exhibition gallery – as well as a sparkling 150-carat yellow diamond to be found inside, in part of a new high jewelry space, where customers can design their own pieces.

The ‘Le Montaigne’ stone, named after the legendary French address, was discovered in 2020 in the Kimberley mine in South Africa.

Courtesy of Dior

The diamond has a special meaning. One of Christian Dior’s lucky charms was the number eight, woven into the Dior heritage, representing the founding date of his fashion house on October 8, 1946. In addition, the building – avenue Montaigne – was made up of eight floors, housing eight workshops, and is located in the 8th arrondissement of Paris. The special number also represents Dior’s “En Hit” line, part of the fashion house’s first haute couture collection, which featured Dior’s now-iconic “New Look” silhouettes.

diamond dior

Courtesy of Dior

With this in mind, the fashion house wanted the Le Montaigne diamond to echo this heritage, so it asked that the stone, once cut, weigh precisely 88.88 carats. It took nine months of study, modeling and cutting by master gem cutters. The diamond will be set in a bespoke floral ring – specially designed by Victoire de Castellane, the artistic director of Dior Joaillerie – worth an estimated $50 million, according to the FinancialTimes.


Courtesy of Dior

The recently renovated space at 30 avenue Montaigne in Paris aims to revolutionize the flagship store experience, and even has an in-store apartment hotel. Guests can reserve La Suite Dior for one night, which will give them exclusive access to the entirety of 30 Montaigne and the ability to design their own experience – from an intimate cocktail reception in the Salon Historique or an exclusive tour of the ateliers. from Haute Joaillerie, to a private shopping party in the boutique.

30 Avenue Montaigne is now open.

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