Forevermark appeals to Millennials with new flagship store in China

De Beers Groups’ Forevermark brand has launched Libert’aime by Forevermark – a new flagship store in Shanghai, China.

This is the one-thousandth Forevermark store in China and comes as the brand celebrates its ten-year anniversary in the country.

Libert’aime by Forevermark offers a diamond jewellery range created to celebrate the spirit of a new generation of women who are strong, unique and authentic, De Beers stated.

Pioneering a new retail concept, Libert’aime by Forevermark is designed to appeal to the 420-million Millennials in China through an omnichannel model that offers a contemporary, highly interactive and engaging customer experience, which will appeal to Millennial’s preferences. 

The omnichannel experience combines the Libert’aime 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 digital experiences, such as a three-dimensional diamond wall and a ‘magic mirror’ where customers can instantly share their favourite pieces with friends and family.

Additionally, the store includes a ‘diamond bar’ where ‘spectacular diamonds’, including fancy-cut and multidiamond jewellery pieces, will be displayed daily.

Forevermark CEO Stephen Lussier commented that the company will continue to focus on its classic bridal and nonbridal collections with its retail partners, while Libert’aime by Forevermark will concentrate on providing a complementary offer to excite Millennials.