Forevermark has opened a retail store in Shanghai called Libert’aime by Forevermark, to kick off a new sub-brand that targets Chinese millennials.
The new store, which opened earlier this month, features accessibly priced jewelry that has been designed to attract younger, fashion-forward consumers “who are just starting their diamond journey.” The products are aimed at the self-purchase market, though some items can be given as a gift.
The interior of the new Libert’aime by Forevermark store in Shanghai
The new store has an area that it calls the Millennial Zone.
The sleek, clean-looking store, located in Shanghai’s HKRI Taikoo Hui mall, includes a number of experiential digitally based elements, such as a 3D “diamond wall” and a Magic Mirror, where consumers can share their favorite pieces with friends and family. It does away with the traditional jewelry store counter, instead laying out pieces on a Diamond Bar. It also includes a Spectacular Diamonds area.
The Magic Mirror in the Libert’aime by Forevermark store
Forevermark CEO Stephen Lussier standing in front of the new Libert’aime by Forevermark store’s 3D diamond wall.
In response to a question about future plans for the Libert’aime by Forevermark brand, a Forevermark spokesperson told JCK, “We have no immediate plans beyond the current execution in China. Forevermark will continue to focus on our valued Forevermark retail partners in all markets, including the United States. We will apply any learnings from the Libert’aime concept to enhance the Forevermark in-store retail experience within our existing Forevermark jeweler partners.”
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