De Beers has launched an immersive concept store for its Forevermark jewelry brand in China.
The boutique, the first of its kind for the brand, is located in jewelry department store Caibai in Beijing, De Beers said last week. The 100-square-meter space contains interactive features, including a discovery wall, which features stories on the origin of diamonds and their positive impact, and two discovery bars where consumers can receive guidance and expertise.
“Our next-generation retail concept enables us to offer our customers more than the traditional retail offering: a place where they can experience the world of Forevermark and discover the journey of their Forevermark diamond,” said Forevermark CEO Nancy Liu. “We’ve focused on creating an environment that is open and welcoming.”
The location also holds a consultation lounge, which offers jewelry cleaning, a browsing area and other services.
Image: The new Forevermark store. (De Beers)