Libert’aime™ by Forevermark will merge online and ojfline platforms to create an exciting new Forevermark consumer experience

Forevermark, the diamond brand from De Beers Group, today announced the launch of Libert’aim e1 Mb y Forevermark, a new flagship store at HKRI Taikoo Hui in Shanghai. The opening marks the l,000th Forevermark store in China, and comes as the brand celebrates its IO-year anniversary in the country.

Created to celebrate the spirit ofa new generation of women who are strong, unique, and authentic, Libert’aim e1 M by Forevermark offers a diamond jewellery range that has been designed with a young, fashion-forward self-purchasing consumer in mind.

Pioneering a new retail concept, Libert’aim e1 M by Forevermark is 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. The omnichannel experience combines the Libert’aim e1 M 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 innovative, digital experiences, including a 3D diamond wall and a ‘Magic Mirror’ where consumers can instantly share their favourite pieces with friends and family. In addition, it includes a ‘Diamond Bar’ where daily diamond jewellery can be found and a ‘Spectacular Diamonds’ area containing 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’aim e1 M 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’aim e1 M 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.

“Forevermark will still continue to focus on its classic bridal and non-bridal collections with our valued Forevennark retail partners, while Libe rt’aim e1 M by Forevermark will concentrate on providing a complementary offer to excite Millennials.”

Libert’aim e1 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.

For more information about Libert’aim e1 by Forevermark, please visit the Forevermark site.

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