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De Beers Forevermark, the diamond brand from De Beers Group, today announced the launch of Libert’aimeTM by De Beers Forevermark, a new flagship store at HKRI Taikoo Hui in Shanghai. The opening marks the 1,000th De Beers Forevermark store in China, and comes as the brand celebrates its 10-year anniversary in the country.
Created to celebrate the spirit of a new generation of women who are strong, unique, and authentic, Libert’aimeTM by De Beers 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’aimeTM by De Beers 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’aimeTM by De Beers 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, De Beers Forevermark, said: “We are delighted to be launching an exciting new retail concept in China, Libert’aimeTM by De Beers 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’aimeTM by De Beers 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.
“De Beers Forevermark will still continue to focus on its classic bridal and non-bridal collections with our valued De Beers Forevermark retail partners, while Libert’aimeTM by De Beers Forevermark will concentrate on providing a complementary offer to excite Millennials.”
Libert’aimeTM by De Beers 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’aimeTM by De Beers Forevermark, please visit: www.forevermark.com/en/libertaime-store and www.forevermark.com/en/now-forever/stories/timmy-xu-weizhou.
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Notes to Editors
High resolution images of the De Beers Forevermark Libert’aime store and launch event are available for download here.
Contact
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About De Beers Forevermark
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 BEYOND the 4Cs
De Beers Forevermark goes beyond the standard 4Cs to select diamonds that are genuine, natural and untreated. De Beers Forevermark diamonds are cut and polished by master craftsmen to reveal their ultimate beauty and natural brilliance.
DE BEERS FOREVERMARK DIAMONDS ARE RARE
Less than one percent of the world’s diamonds are worthy of the De Beers Forevermark inscription.
DE BEERS FOREVERMARK DIAMONDS ARE RESPONSIBLY SOURCED
Each 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. 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 INSCRIPTION & GRADING
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 De Beers Forevermark inscription is placed on the table facet of a De Beers Forevermark diamond. Invisible to the naked eye, the inscription is 1/5000th of a human hair and can only be seen using a special De Beers Forevermark viewer available at Authorised De Beers Forevermark Jewellers. Authorised De Beers Forevermark Jewellers are able to supply a De Beers Forevermark Diamond Grading Report to their customers providing an accurate blueprint of the qualities – cut, colour, clarity and caratage – of each De Beers Forevermark diamond. De Beers Forevermark is the diamond brand from The De Beers Group of Companies and benefits from 130 years of diamond expertise. De Beers Forevermark diamonds are carefully selected and come from sources committed to high standards; they are beautifully crafted by a select group of Diamantaires and exclusively available from select Authorised De Beers Forevermark Jewellers. For more information and to find your nearest Authorised De Beers Forevermark Jeweller go to www.forevermark.com.
About De Beers Group
De Beers Group is a member of the Anglo American plc 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. As part of the company’s operating philosophy, the people of De Beers Group are committed to ‘Building Forever’ by making a lasting contribution to the communities in which they live and work, and transforming natural resources into shared national wealth. For further information about De Beers Group, visit www.debeersgroup.com.