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Sharon Stone, Ciara Help Kick Off ‘A Diamond Is Forever’ Activation at Frieze New York

On Wednesday evening, De Beers kicked off Frieze New York by inviting VIP guests on a journey. One that kicked off in Frieze London, and had travelled to New Delhi before landing on the eighth floor of The Shed in Manhattan. The brand is highlighting the “mythical origins” of diamonds through an immersive installation, on view for the duration of the art fair. “ The idea is to shine a new light on diamonds, and in particular to highlight their relationship to art,” said Lynn Serfaty, general manager of Natural Diamonds at De Beers Group, of the exhibition. “There has been a kind of standardization of the way we see diamonds. And it’s very important that we are able to retell the story, in a sense that allows you to rediscover their beauty.” The room and exhibition were rooted in vibrant yellow and orange hues, reflective of the  Kalahari Desert in Southern Africa, believed to be the birthplace of modern humankind. Ostrich egg beads and raw river-mined diamonds from Namibia, set within a coiled serpent, were displayed on a wall in the center of the room. Behind the wall in a darkened room, guests were taking in a looped screening of “Daughters of

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