Forevermark Unveils New Concept Store in China

RAPAPORT... Forevermark has launched a concept store in Shanghai tailored to millennial shopping habits, marking its 1,000th branch in China. The opening of the store, named Libert'aime, also celebrates the brand's 10th anniversary of entering the country. The De Beers-owned brand designedthe branch's diamond-jewelry line with a young, self-purchasing consumer inmind, it said Tuesday. The store combines online and offline platforms, including aWeChat store. It also features digital experiences such as a 3D diamond wall,and a "magic mirror" that allows customers to share pieces with friends andfamily. The store includes sections dedicated to different product types. The "diamond bar" will feature daily-wear diamond jewelry, whilefancy-cut and multi-diamond pieces will be located in the "spectacular diamond"area. "[Libert'aime] brings together an innovative in-storeoffering with online and social channels to provide customers with a highlyengaging and personalized buying experience," Forevermark CEO Stephen Lussiersaid. "We recognize that our consumer continues to evolve and, with Libert'aimeby Forevermark, we are thrilled to be offering a diamond-jewelry range that hasbeen designed with a younger, more fashion-forward consumer in mind, who mightjust be starting their diamond journey." The Shanghai store will also feature a new collection, LELIGHT, designed by popular Chinese actor and musician Timmy Xu Weizhou. In addition, De Beers Diamond Jewellers has opened a newstore in the luxury SKP shopping mall in Xi'an, its sixth in mainland China.The new branch will feature three separate divisions: one for bridal jewelry, asecond with collections such as the Talisman, Enchanted Lotus and Dewdrop lines, and a third showcasing high-jewelry pieces.Credit: Matt Crabb/De Beers