De Beers Group’s diamond brand Forevermark has launched Libert’aimeTM , a new flagship store at HKRI Taikoo Hui in Shanghai, China.
The opening marks the 1,000th Forevermark store in China, and comes as the brand celebrates its 10-year anniversary in the country.
Created to celebrate the spirit of a new generation of women who are strong, unique, and authentic, Libert’aimeTM by Forevermark offers a diamond jewellery range that has been designed with a young, fashion-forward self-purchasing consumer in mind.
The new retail concept, Libert’aimeTM by Forevermark is designed to appeal to the 420 million Millennials in China though an omnichannel model that offers a contemporary, highly interactive and engaging consumer experience that is designed to appeal to Millennial preferences.
The omnichannel experience combines the Libert’aimeTM by Forevermark flagship 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.
“We are delighted to be launching an exciting new retail concept in China, Libert’aimeTM by Forevermark, which brings together an innovative in-store offering with online and social channels to provide customers with a highly engaging and personalised buying experience.
“We recognise that our consumer continues to evolve and, with Libert’aimeTM 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,” said Stephen Lussier, Chief Executive Officer of Forevermark.
“Forevermark will still continue to focus on its classic bridal and non-bridal collections with our valued Forevermark retail partners, while Libert’aimeTM by Forevermark will concentrate on providing a complementary offer to excite Millennials.”
Libert’aimeTM by Forevermark will also include a new collection called LE LIGHT designed by Timmy Xu Weizhou, a rising star in China’s acting and music scene.