FrontRunners: Lockes And Loaded

The Lockes Diamantaires boutique (212.823.9511) in New York’s Time Warner Center is not designed to lure window shoppers. The discreet store, owned by leading diamond supplier Dynamic Diamond Corp., stows its cache of precious stones in cleverly designed desks rather than in glass display cases. Customers schedule appointments to peruse the selections and learn about the gems. “We want to get to know our clients,” says Lockes Diamantaires COO Hillary Beckman, “learn their preferences, educate them about diamonds, and help them create custom-made diamond jewelry.”

The boutique’s vast inventory includes diamonds of every shape and size, as well as a selection of fancy colored diamonds. Some of the store’s clients have spent several hours learning about the stones and touring the parent company’s Fifth Avenue cutting factory in New York’s diamond district. “We’re not just a diamond jewelry shop,” says Beckman, “we’re a complete diamond experience.”

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