De Beers Group’s diamond brand Forevermark recently unveiled “the first boutique in its Next Generation Retail Concept” in China, the Company announced. The new boutique is situated within renowned jewellery department store, Caibai in Beijing.

Describing the concept, Forevermark said: “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. This is the first time Forevermark has offered this kind of consumer experience within one of its retail partners.”

A number of new innovations can be seen and experienced at the new store-in-store. These   include digital experiences, including 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,” the brand elaborated. “A celebration of Forevermark’s pursuit of beauty, the discovery wall features stories on the origin of diamonds and the positive impact that Forevermark diamonds make to conserve, protect and restore the natural world. It is a destination where consumers can explore and be directed through the journey of a Forevermark diamond.”

Nancy Liu, CEO, Forevermark, said: “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. 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.”

The consultation lounge offers customers “a discreet space” where they can browse through iconic collections, receive specialised services such as Forevermark jewellery cleaning and advice from Forevermark diamond experts; or then, simply relax.

“The boutique’s design features horizon walls, sculptural plinths and a diamond shaped floor formation, as well as angled walls with an earthy linear texture symbolic of layers in time and the billions of years it takes for diamonds to be transported to Earth’s surface,” Forevermark recounts describing the decor. “Real kimberlite is also on display within the store to highlight the natural ore in which diamonds are discovered.”