Retailers

Forevermark unveils Millennial focused retail store in China

The opening marks the group’s 1,000th store in China, and comes as the brand celebrates its 10-year anniversary in the country

Forevermark, a diamond brand owned by De Beers, has launched Libert’aime, a new Millennial focused store at HKRI Taikoo Hui in Shanghai, China.

The group said the store has been created to “celebrate the spirit of a new generation of women who are strong, unique, and authentic”, and offers diamond jewellery range that has been designed with “a young, fashion-forward self-purchasing consumer in mind”.

The store is designed to appeal to the 420 million Millennials in China using an omnichannel model that offers an interactive consumer experience, featuring a 3D diamond wall and a ‘Magic Mirror’ where consumers can share pictures of jewellery with friends and family.

Stephen Lussier, CEO of Forevermark, said: “We are delighted to be launching an exciting new retail concept in China, Libert’aime 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 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.”

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