After the three new stores that opened in Dallas, Honolulu and San francisco; De Beers opened another new store, this time at south coast plaza in orange county, california.

This new store would be the 9th US store opened by De Beers. The store is a huge place accomodating VIP section for private presentations, sleek glass panels, ebony walls and quite a large open space. De Beers kept its concept of open space intact in this store too as its always seen how they focus especially on proper presentation of Jewelry with space for transparence and sophistication.

Along with the regular bridal, high end jewelry and signature Jewelry collections, This store would also sport new collections from De Beers creative director Raphaele Canot which would include, Amulets, talismans and Radiance. These would be placed on high display counters that can be reached from all sides.

This boutique would also have both De Beers passport and De beers Beauty scan. De Beers is a authentication certification of Jewelry explaining how natural and conflict free the Jewelry are. Each stone is engraved with a unique serial number that is not visible to the eyes but can be only be seen through proper scanner.

Taking a step further into charity, top celebrities in Jewelry world would make an effort in giving unique jewelry designs for charity purposes. The world Gold council, popularly known as WGC, said that all the A listed celebrities would take part in this initiative.

This event has been named as "leaves of change" and will begin in May 2009. It is said that this would be one major event that would see well known celebrities accumulate in one place. This event would see both live and online auctions.

Each celebrity is asked to make a jewelry design with leave being the concept. Once the design is given, WGC would get a proper gold jewelry designer to bring the design into reality. The designer would make 3 sets, one that would be given to the celebrity, another would be auctioned for charity while the third one would travel to 10 cities with top jewelry markets.

All the benefits and collections would be directed towards charity. Probably it would go to celebrities favourite charity center or to other finalized charity centers.

John Calnon, the managing director of WGC said "This even would bring highly talented celebrities under one roof. The wait is to see the designs from unique brains". Debra Messing who is the executive producer and also the star of "The Starter Wife" is confirmed first Celebrity. She would join up with Jewelry designer Robert Lee Morris in this event.