De Beers Diamonds Mines a Younger Clientele in China

De Beers Diamonds Mines a Younger Clientele in China

There’s a saying in the fine jewelry business, regarding customers, that “If you get them young, you’ll get them forever.” That wisdom is apparently not lost on London-headquartered diamond giant De Beers Group. De Beers just opened its 1,000th Forevermark jewelry store in China but this one is, strategically, very different Dubbed “Libert’aime,” the new retail concept targets Chinese millennials in particular with a pink, black and white interior design and a menu of lower prices, punchier styles—and, arguably, shiny interactive sales gimmicks. The new location also marks a contrasted departure from the traditional jewelry experience today, the first Libert’aime by Forevermark, which opened in Shanghai’s HKRI Taikoo Hui mall May 19 offers an Instagram-friendly “magic mirror”, a sparkling 3-D “diamond wall” display and a  “diamond bar” where daily-wear jewelry can be laid out. Nancy Liu, CEO of Forevermark Asia Pacific and COO of Forevermark, said that many millennial consumers in China are . Source

Popular products near you

Popular Posts

Curations: Lucky Spring blooms for Van Cleef & Arpels, with new jewellery creations inspired by ...

It has become a yearly tradition for Van Cleef & Arpels to celebrate the season of rebirth by unveil...

read more

Gorgeous Diamond Jewelry For April Birthdays

Do April birthdays have it best? With diamonds as their birthstone, they just might. Our selection o...

read more

White Gold Moissanite Engagement Ring Set MOI-7145S

This interlocking diamond wedding set features a solitaire engagement ring with round moissan...

read more

Chanel encounters a “crush” with reinvented jewelry collection

French fashion house Chanel is looking for love and liberation with its reimagined Toi et Moi ring f...

read more

Subscribe to our Newsletter

Get the best news about jewelry and watch industries, products and services