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 . More

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