Leviev the worlds largest cutter and polisher of diamonds and a primary source of rough stones to other cutters, polishers and jewelry makers around the globe is opening a new store for its jewelry collection in New York. Leviev opened their first store in London last spring and expects the New York store to open this spring. Leviev is aiming to directly compete with the largest diamond miner De Beers and has already made a large impact in the European diamond scene. The store will be located at 700 Madison Avenue.