Libert’aime by Forevermark store in Shanghai. Credit: De Beers UK Limited.

Forevermark, a luxury retail brand of De Beers Group, has unveiled a flagship store concept, Libert’aime by Forevermark in Shanghai, China.

Located at HKRI Taikoo Hui, the store marks the 1,000th Forevermark location for the company in China.

Libert’aime concept is designed with a focus on 420 million millennials in China through an omnichannel model and offers an assortment of diamond jewellery.

The omnichannel experience combines the Libert’aime concept market with online platforms and a WeChat store.

Digital experiences featured in the store include a 3D diamond wall, a magic mirror, a Diamond Bar and a Spectacular Diamonds area.

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The Diamond Bar offers daily diamond jewellery, while the Spectacular Diamonds area offers fancy-cut and multi-diamond pieces.

Forevermark CEO Stephen Lussier said: “We recognise that our consumer continues to evolve and, with Libert’aimeTM by 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.

“We are thrilled to be offering a diamond jewellery range that has been designed with a younger, more fashion-forward consumer in mind.”

“Forevermark will still continue to focus on its classic bridal and non-bridal collections with our valued Forevermark retail partners, while Libert’aime by Forevermark will concentrate on providing a complementary offer to excite millennials.”

The concept store also features LE LIGHT collection designed by Chinese actor and musician Timmy Xu Weizhou.

Established in 1888, De Beers Group is into diamond exploration, mining and marketing.

The company has mining operations in Botswana, Canada, Namibia, and South Africa, and employs more than 20,000 people across the diamond pipeline.