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Forevermark Digitally Enabled Shanghai Store Aims At Millennials

Forevermark CEO Stephen Lussier (second from left) at the
ribbon cutting

De Beers diamond brand Forevermark today announced the launch of Libert’aime by Forevermark, a new flagship store at HKRI Taikoo Hui in Shanghai. The opening marks the 1,000th Forevermark store in China, and comes as the brand celebrates its 10-year anniversary in the country.

De Beers said in a press release that the store, created to celebrate the spirit of a new generation of women who are strong, unique, and authentic, offers a diamond jewellery range that has been designed with a young, fashion-forward self-purchasing consumer in mind.

The store targets China’s millennials, through a new omni-channel model that combines the store, online platforms and the launch of a WeChat store on China’s leading social media platform.

The physical store includes a number of innovative, digital experiences, including a 3D diamond wall and a ‘Magic Mirror’ where consumers can instantly share their favourite pieces with friends and family. In addition, it includes a ‘Diamond Bar’ where daily diamond jewellery can be found and a ‘Spectacular Diamonds’ area containing fancy-cut and multi-diamond pieces.

Forevermark CEO Stephen Lussier said, “We are delighted to be launching an exciting new retail concept in China, which brings together an innovative in-store offering with online and social channels to provide customers with a highly engaging and personalised buying experience.”

He added, “We recognise that our consumer continues to evolve and, with Libert’aime by Forevermark, we are thrilled to be offering a diamond jewellery range that has been designed with a younger, more fashion-forward consumer in mind, who might just be starting their diamond journey.”

He went on to say, “Forevermark will still continue to focus on its classic bridal and non-bridal collections with our valued Forevermark retail partners, while Libert’aime by Forevermark will concentrate on providing a complementary offer to excite millennials.”

The store will also include a new collection called LE LIGHT designed by Timmy Xu Weizhou, a rising star in China’s acting and music scene.

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