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De Beers Forevermark, the diamond brand from De Beers Group, recently unveiled the first boutique in its Next Generation Retail Concept, located within renowned jewellery department store, Caibai in Beijing.
The newly renovated 100 square metre boutique breaks away from the traditional across-the-counter service, inviting consumers to discover the world of De Beers Forevermark through an immersive, interactive and informative experience. This is the first time De Beers Forevermark has offered this kind of consumer experience within one of its retail partners.
The boutique includes a number of new innovations and digital experiences, including a discovery wall and two interactive discovery bars that sit at the heart of the boutique. Each bar provides a focal point for De Beers Forevermark ambassadors to offer inspiration, expertise and guidance. A celebration of De Beers Forevermark’s pursuit of beauty, the discovery wall features stories on the origin of diamonds and the positive impact that De Beers Forevermark diamonds make to conserve, protect and restore the natural world. It is a destination where consumers can explore and be directed through the journey of a De Beers Forevermark diamond.
Nancy Liu, CEO, De Beers Forevermark, said: “Our Next Generation Retail Concept enables us to offer our customers more than the traditional retail offering; a place where they can experience the world of De Beers Forevermark and discover the journey of their De Beers Forevermark diamond. We’ve focused on creating an environment that is open and welcoming and we are delighted to launch this exciting expression of our brand, in partnership with Caibai.”
There is also a consultation lounge providing customers with a discreet space to relax, browse iconic collections and receive services such as De Beers Forevermark jewellery cleaning and advice and expertise from De Beers Forevermark diamond experts.
The boutique’s design features horizon walls, sculptural plinths and a diamond shaped floor formation, as well as angled walls with an earthy linear texture symbolic of layers in time and the billions of years it takes for diamonds to be transported to Earth’s surface. Real kimberlite is also on display within the store to highlight the natural ore in which diamonds are discovered.
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Notes to editors
High resolution images from the Beijing launch of the De Beers Forevermark Next Generation Retail Concept in partnership with Caibai are available to download here.
About De Beers Forevermark
Every De Beers Forevermark diamond is responsibly sourced and embodies our principles of integrity, striving to create opportunities for women and our dedication to protection of the natural world. Each De Beers Forevermark diamond is inscribed with an icon and individual number as an assurance that it has met De Beers Forevermark’s standards of beauty and rarity and that it is responsibly sourced. The inscription is an assurance of the physical integrity of our diamonds throughout their journey, as well as the conscientious integrity with which we run our business. De Beers Forevermark goes beyond the standard 4Cs to select diamonds that are genuine, natural and untreated. Every De Beers Forevermark diamond undergoes a journey of rigorous selection. Our unique inscription is an assurance that every De Beers Forevermark diamond meets the exceptional standards of beauty, rarity and is responsibly sourced. De Beers Forevermark diamonds are cut and polished by master craftsmen to reveal their ultimate beauty and natural brilliance. Less than one percent of the world’s natural diamonds are worthy of the De Beers Forevermark inscription. De Beers Forevermark is the diamond brand from The De Beers Group of Companies and benefits from 130 years of diamond expertise. For more information and to find your nearest Authorised De Beers Forevermark Jeweller go to www.forevermark.com
About De Beers Group
Established in 1888, De Beers Group is the world’s leading diamond company with expertise in the exploration, mining and marketing of diamonds. Together with its joint venture partners, De Beers Group employs more than 20,000 people across the diamond pipeline and is the world’s largest diamond producer by value, with mining operations in Botswana, Canada, Namibia and South Africa. Innovation sits at the heart of the De Beers Group strategy as it develops its portfolio of brands, including De Beers Jewellers and De Beers Forevermark, and other pioneering solutions, such as recently launched diamond sourcing and traceability initiatives Gemfair and Tracr. De Beers Group employees are committed to ‘Building Forever,’ a holistic and integrated approach for creating a better future – one that is fairer, safer, cleaner and healthier; where safety, human rights and ethical integrity continue to be paramount; and where communities thrive and the environment is protected. De Beers Group is a member of the Anglo American plc group. For further information, visit www.debeersgroup.com.