An exclusive new 2,200 square foot De Beers jewelry store has opened in Hong Kong.

The store is in the heart of Hong Kong's high-end Central shopping district and is surrounded by other chic jewelry shops like Dickson Watch & Jewelry and Tiffany & Co, WWD.com reports.

Valentino, Christian Dior and Harvey Nicols also have their flagship stores there.

The company intends to open another two jewelry shops in Hong Kong within the next year before expanding into mainland China.

Guy Leymarie, the company's chief executive, has an optimistic outlook for the store, saying "We are looking for substantial sales. [We expect] Hong Kong to be in our top five stores in the world."

De Beers has 23 stores around the world, selling a range of jewelry, from platinum engagement rings to wedding bands and diamond jewelry.

Customers can contact De Beers through their website to make a private personal appointment with experienced sales staff to choose their jewelry.