Forevermark diamonds opens Shanghai flagship
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Forevermark, a luxury retail brand of jeweller De Beers Group, has unveiled a flagship store concept, Libert’aime by Forevermark, in Shanghai.
At HKRI Taikoo Hui, the store marks the 1000th Forevermark location in China. The Libert’aime concept focuses on 420 million millennials in China through an omnichannel model, offering an assortment of diamond jewellery.
The omnichannel experience combines the Libert’aime concept market with online platforms and a WeChat store. Digital experiences in the store include a 3D diamond wall, a magic mirror, a Diamond Bar (daily offerings) and a Spectacular Diamonds area (fancy-cut and multi-diamond pieces).
“Forevermark will continue to focus on its classic bridal and non-bridal collections with our valued Forevermark retail partners, while Libert’aime by Forevermark will concentrate on providing a complementary offer to excite millennials,” says Forevermark CEO Stephen Lussier.
The concept store also features Le Light collection designed by Chinese actor/musician Timmy Xu Weizhou.
Established in 1888, De Beers Group specialises in diamond exploration, mining and marketing. It has mines in Botswana, Canada, Namibia and South Africa, and employs more than 20,000 people across the diamond pipeline.
The pictures from the opening ceremony and the gallery can be viewed below :
Questions & Answers
Q.What is the primary target demographic for the new Libert’aime by Forevermark concept store in Shanghai?
What is the primary target demographic for the new Libert’aime by Forevermark concept store in Shanghai?
The new Libert’aime concept store specifically targets the 420 million millennials in China. It aims to excite this demographic with a complementary offer, distinct from Forevermark's classic collections.
Q.How does the Libert’aime by Forevermark store integrate digital technology into the customer experience?
How does the Libert’aime by Forevermark store integrate digital technology into the customer experience?
The store offers several digital experiences, including a 3D diamond wall, a magic mirror, and a Diamond Bar. It also features a Spectacular Diamonds area and connects with online platforms and a WeChat store for an omnichannel approach.
Q.How does Forevermark differentiate the new Libert’aime concept from its existing brand offerings?
How does Forevermark differentiate the new Libert’aime concept from its existing brand offerings?
Forevermark will continue its focus on classic bridal and non-bridal collections with existing retail partners. Libert’aime by Forevermark is designed to provide a distinct, complementary offering specifically aimed at exciting millennials.
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