De Beers, world's largest diamond producing company, has launched a boutique in Korea last week amidst a lavish presentation of models fully adorned with ornaments. With this, Korea became the seventh country to have a De Beers boutique.

The company is aware of Asian customer’s taste, especially of Koreans, who have particular preferences when it comes to high-end jewelry. The conservative Korean market is now ready for a change.

The inclination for jewelry among people here is divided. Some prefer classic and purist approach to diamonds and some go for bigger, more decorative jewelry, and designs that would last for some time.