The De Beers Group opened its seventh North American store in San Francisco last week.

The latest store in De Beers’ growing roster of North American locations (including doors in Dallas, Houston, Las Vegas, New York and Beverly Hills) is located at 185 Post Street in Union Square.

Its huge interior features open spaces, ebony walls, etched-glass paneling and a VIP room for private presentations.

The opening brought out San Francisco’s A-list aficionados of all things sparkly, including Melanie Ellison, Maria Manetti Farrow, and Jennifer Seibel, among others.

Sobia Shaikh’s eyes glimmer as she gazes at De Beers diamonds.

Dede Wilsey chats with Beatrix Seidenberg. Women’s Wear Daily observed that Mrs. Wilsey “dazzled with golf ball-size rocks on her ears, fingers, wrists and décolletage. ‘And these are just my casual diamonds,’ she said.”

Danielle Steel’s eldest daughter, Beatrix Seidenberg, was truly regal in a gorgeous Fred Leighton diamond tiara.

Melissa Barber, Patrick Barber, Lindsay Bolton

Alyson Jackson, Chris Bass

Diane Chapman Kelly (in Roland Mouret)

Fred Moll and Allison Speer

John Traina, Trevor Traina

Noosheen Hashemi with Melanie Ellison, who wore a sapphire and diamond necklace designed by her husband, Oracle founder Larry Ellison. She told Women’s Wear Daily that she prefers vintage costume jewelry for everyday. “I’ve been finding old pieces by Elsa Schiaparelli and Chanel. I enjoy wearing serious diamonds, but vintage and estate jewelry has such character and a sense of fun.”

Jeana Toney, John Buchanan

Nicole Bulick, Jennifer Turner, Elizabeth Touw

Gavin Newsom, Melanie Ellison, Noosheen Hashemi, Guy Leymarie

Caley Castelein, Fred Moll

Maria Manetti Farrow, Gavin Newsom

Sally Fowler, Sherry McMullan

Meriwether McGettigan (in pink), with Fay McGettigan

Stephanie Plexico, John Plexico

Joe Lucier, Jennifer Turner

Sobia Shaikh, Lindsay Bolton

Jennifer Siebel

Trevor Traina, Alexis Traina

Angelique Griepp, Troy Griepp

Catherine Calvert, Jocelyn Sandler

Barbara Brookins-Schneider, Melissa Barber

John Adair, Lana Adair

Steven Dinklespiel, Scot Bondlow

Nathalie Delrue McGuire (CEO of Posh Planet), with DeBeers CEO Guy Leymarie

Chris Levy, Maryann Lendall

Patty Chan, Claire Chou

Maria Manetti Farrow, Hamida Belkadi

Brunno Ristow, Urannia Ristow

• Photos: Drew Altizer [drew-altizer.com]