New Launch

Forevermark Speaks to China’s Millennials with New Retail Store Concept

Forevermark Speaks to China’s Millennials with New Retail Store Concept

Forevermark Speaks to China’s Millennials with New Retail Store Concept On the occasion of recently opening its Libert’aimeTM by Forevermark flagship store in Shanghai, Forevermark has also completed 1,000 stores and 10 years in China. Forevermark is the diamond brand by De Beers.

The new store opened at HKRI Taikoo Hui in Shanghai and has set a new definition in retail ideas. It celebrates the essence of the new-age woman defined as ‘strong, unique, and authentic’ and its product offering of diamond jewellery speaks to the young, fashion-forward self-purchasing buyer. The retail experience of shopping at the Libert’aimeTM by Forevermark aims to connect with the choice of the 420 million Millennials in China.

This is achieved through its omnichannel route which draws a contemporary, interactive and engaging shopping experience through the combination of the flagship store, online and a WeChat store on China’s leading social media platform.

The flagship facility boasts creative and digital experiences like a 3D diamond wall. A ‘Magic Mirror’ invites customers to share their favourite pieces in real-time with their dear ones. A ‘Diamond Bar’ has daily diamond jewellery while the ‘Spectacular Diamonds’ area has fancy-cut and multi-diamond pieces.

Libert’aimeTM by Forevermark will offer a new collection namely LE LIGHT designed by Timmy Xu Weizhou, an upcoming popular talent in acting and music in China.

Stephen Lussier, CEO, Forevermark expressed delight in launching the new concept in retail in China, namely the Libert’aimeTM by Forevermark, bringing unique in-store offerings along with online and social channels to enable customers get ‘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,’ he added.

He also noted that 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.”

Mines to Market
the authorMines to Market
Prashant Rathod

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