The lifestyle division is one of the fast growing business’s in AJM Kooheji Group. The division is associated with world renowned brands such as De Beers from UK, Korloff from Paris, Roberto Coin from Italy, Maurice Lacroix from Switzerland and Askania from Germany

As a constant endeavor to satisfy the customers and promote its brands the division will be opening new stores across the kingdom in high end malls. The stores would contain not only jewelry but would also contain accessories, watches, diamonds, & many other branded projects.

De Beers Diamond Jewellery

De Beers began the search for nature’s most exquisite and magnificent prizes over 125 years ago. De Beers Consolidated Mines is founded and with it, the start of an unrivalled legacy in diamonds. The group remains the world’s leading diamond company with unrivalled expertise in the exploration and mining of diamonds throughout the world.
De Beers identifies the industry’s first diamond grading system with the introduction of the ‘4Cs’. This classification process is still used today. The first De Beers Diamond Jewellers store opens at 50 Old Bond Street, London. The London flagship store remains in this location today though a network of stores has since grown to over 30 stores worldwide.


Since the very beginning, Korloff has cultivated a quest for excellence and reaching beyond the norm. This constant search for perfection requires strict control of the origin of our gems. All ‘Korloff cut’ diamonds of 0.5 carat and more are certified by the IGI (International Gemmological Institute) laboratory, which is recognised worldwide. The certificate of authenticity comes with your diamond and the number is laser-etched on the diamond’s filletin.

Diamonds hold no secrets for Korloff. Originally a diamond dealer, the intricate selection of this captivating gem is made with unparalleled know-how, ensuring exceptional quality, showcased by settings that enhance the gem’s splendour.

The mastery of the Korloff cut is complete and perfect, hence the filing of an international trademark. Thus, we can guarantee excellence and exclusivity wherever you are.

Maurice Lacroix

Maurice Lacroix has set itself a clear objective: both through consistent preservation of the long tradition of the Swiss watchmaking art and meeting its standards, as well as creating, with its very own, innovative complications and movement developments, contemporary design and a heightened passion for detail and perfection, extraordinary timepieces.

Those who appreciate lasting value derived from the synergy of traditional watchmaking, creative development work and the latest technology, as well as aficionados seeking the extraordinary know not to entrust valuable, irrecoverable time to just any 

Roberto Coin

The Roberto Coin brand was born in 1996. Its founder, with whom it shares its name, driven by the innate love for the world of art and fashion, decided to leave his successful career as a hotel manager to follow a dream and face a new and passionate adventure.

His creativity took shape through the hands of the historical and most renowned Italian jewelry artisans, who brought Roberto Coin’s romantic and borderless imagination to life through their skills, telling his story through jewels that truly become works of art.


The story of ASKANIA begins in 1871 when the inventor Carl Bamberg, son of a clockmaker and protégé of Carl Zeiss, lays down the roots of ASKANIA in Berlin, producing precision devices for the Navy, observatories, science and expeditions that are way ahead of its time. Thanks to extraordinary innovations and extremely dependable technology, Bamberg’s enterprise experiences rapid growth. ASKANIA – traditionally precise, innovative and reliable: The mechanical watches from Berlin.

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De Beers Diamond Jewellers

+973 17 002 905

9.00 AM - 9.00 PM

Moda Mall
Bahrain World Trade Centre

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