How was born Libert’aime by Forever- mark project?
This year, Forevermark cele- brates its 10th anniversary and to mark this milestone, it just introduced Libert’aime. The first flagship store is at HKRI Taikoo Hui in Shanghai and it marks our 1,000th store in China. The new location repre- sents the effort to pioneer a new retail ex- perience whilst targeting the 420 million Millennials in China. Incorporating online and offline platforms to create an omni- channel new retail concept, it marks a contrasted departure from the traditional jewelry experience today.
Diamonds of less than $ 1,000 for Millennials. Sales estimates?
The data collected from both the offline flagship store and online platforms including WeChat store and social media are very encouraging. The special edition Sku designed by Timmy Xu in Le Light collection was sold out on We- Chat store on the first day with back orders to fulfill and we opened the made-to-order service for additional requests.
From your latest reports, China has tripled the consumption of diamonds in just 10 years...
As revealed in the De Beers Group’s 2016 Diamond Insight Report, Millenni- als spent nearly $ 26 Billion on diamond jewelry, with over 420 million Millennials in China being amongst the largest and most dynamic group in the world, many of whom are looking for a fresh, exciting and seamless retail experience. Libert’aime is well positioned to provide this, and to strengthen diamonds as the Millennials preferred choice for self-expression to brand name categories. They favor prod- ucts and experiences that are unique, au- thentic and personalized – all which dia- mond jewelry offers, and perhaps in a way that few other luxury products can.
What about the collections?
Libert’aime has launched ten new jewelry collections, Right. The Chinese actor and singer Xu Weizhou, known as Timmy Xu, designer and testimonial of Le Light collection (above and right) for Libert’aime by Forevermark, including six specially designed for Millen- nials. Varying widely in styles and priced between 3,000 and 10,000 Yuan ($ 450 and 1,500), these collections will offer con- sumers a variety of choices for different oc- casions and moods, to make each day dif- ferent. For the more discerning independ- ent woman, the brand has also created four collections that are both luxurious and elegant to wear and feature fancy-cut and colored diamonds.
Which are the best-selling products?
The limited edition Le Light, designed by icon Timmy Xu Weizhou, who is a rising star in China’s acting and music scene. His dashing personality is typical of the key target audience of Libert’aime: Millenni- als who follow their heart and stay true to themselves, and are highly in tune with the sleek qualities of our brand. No doubt his first designs have become one of the most popular products.