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.