De Beers' Forevermark Unveils 'Next Generation Retail Concept' in Beijing

Retail and Consumer Confidence
10/01/2020 13:01

Forevermark, the diamond brand from De Beers Group, recently unveiled the first boutique in its Next Generation Retail Concept, located within renowned jewellery department store, Caibai in Beijing, the company writes. They say that the the newly renovated 100 square metre boutique "breaks away from the traditional across-the-counter service, inviting consumers to discover the world of Forevermark through an immersive, interactive and informative experience," adding that this is the first time Forevermark has offered this kind of consumer experience within one of its retail partners.

They describe a boutique retail space that includes a number of new innovations and digital experiences, such as a 'discovery wall' and two 'interactive discovery bars' that sit at the heart of the boutique. Each bar provides a focal point for Forevermark ambassadors to offer inspiration, expertise and guidance. “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," says Nancy Liu, CEO, Forevermark. "We’ve focused on creating an environment that is open and welcoming and we are delighted to launch this exciting expression of our brand, in partnership with Caibai.” 

There is also a consultation lounge providing customers with a discreet space to relax, browse iconic collections and receive services such as Forevermark jewellery cleaning and advice and expertise from Forevermark diamond experts. Real kimberlite is also on display within the store to highlight the natural ore in which diamonds are discovered.