LOVE is priceless, but in this material society diamonds go a long way toward showing the value a man puts on his love for a woman.

　　This autumn is a big year for diamond jewellery in Shanghai. Several new brands have arrived which will make even more beautiful pieces available.

　　Tiffany & Co offers an array of designs from the collection at their new store in Jiu Guang Department Store in City Plaza. A new engagement ring from the Tiffany Legacy Collection, Lucida, Tiffany's patented diamond cut and setting and the Tiffany Mark collection of fine timepieces, including the T-57 watch, are a few among many beautiful items.

　　"Tiffany pays high attention to the quality of a diamond. In addition to cutting for brilliance and not size, the jeweller accepts only 2 per cent of gem-quality stones, which are graded at the lab," said Annamarie V Sandecki, director of Tiffany & Co Archives. These diamonds are cut with exacting measurements, which creates a breathtaking brilliance when light hits the stone.

　　"Tiffany's style is classic, simple and harmonious," said Jean Seabrook, managing director of Tiffany & Co, China. "I think such style is timeless."

　　According to DTC, the diamond provider and distributor, this luxury is found in diamond accessories that will play an important role in fashion at this winter's parties.

　　In a show organized by DTC, elegant lines and glowing metals are matched with the shining stones.

　　"The luxurious style will be popular on international fashion stage, with modern elegant elements to be added. Diamond accessories in this series reflect the trend in its unique materials and elegant designs," said fashion designer Chou Meifang, from Taiwan.

　　Hiersun Diamond Palace, Hiersun's flagship store in Shanghai, opened in the Citic Square with an investment of over 100 million yuan (US$12 million). It features an exhibit of diamond culture in a 500-square-metre gallery. The exhibit explains the process of mining, designing, cutting and polishing diamonds.

　　Well-known jewellery designers including Rodolf Joos from Germany and Italian designer Roberto Legnazz were on hand for the opening. They said they would have to learn a lot about the local market so they can design a new collection suitable for Chinese people.

　　"These diamond experts' willingness to come to Shanghai indicates the city's potential as a diamond jewellery market. We are confident there is a bright future here," said Li Houlin, president of Hiersun China.

　　(Star News)