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Shanghai flagship for Forevermark diamonds

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.

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