TV shopping giant QVC has opened a diamond pop-up shop in Hatton Garden today to promote its Diamonique collection.
The store will open for just one day to showcase the products in London’s famous Diamond quarter.
QVC marketing director Sue Leeson said: “We’re setting up our pop-up shop in the heart of this historical diamond district so the public can see for themselves just how identical a Diamonique stone is to a real diamond – without the hefty price tag.”
The boutique will show simulated diamond creations, including replicas of iconic jewellery from the movies.
Replicas of the Heart of the Ocean necklace from the Titantic movie and the ruby and diamond necklace worn by Julia Roberts in Pretty Woman are being showcased.
The channel is also dedicating the day to its Diamonique range.