De Beers Group’s diamond brand Forevermark, recently  launched   Libert’aimeTM by Forevermark, a new flagship store at HKRI Taikoo Hui in Shanghai.  This is 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 Company elaborated.

The store represents a pioneering retail concept, and has been 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”. 

Explaining the unique features of the new store, Forevermark said:“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.”

Even the physical store includes a number of innovative, digital experiences. These include a 3D diamond wall and a  ‘Magic Mirror’ through which  shoppers  can instantly share their favourite pieces with friends and family; a ‘Diamond Bar’ offering  daily diamond jewellery;    and a ‘Spectacular Diamonds’ area displaying  fancy-cut and multi-diamond pieces.

Stephen Lussier, CEO, Forevermark, said: “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.

 He added: “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, the brand announced.