De Beers Diamond Jewellers (De Beers LV)has drawn up plans to open its frist jewellery store in Russia’s GUM shopping mall, early this November. According to GUM’s managing director, Teimuraz Guguberidze, the management of the Russian store will be entrusted to De Beers’ Russian partner, although the partner remains unidentified. De Beers Diamond Jewellers, is the retail arm of De Beers and a 50:50 joint venture with LVMH