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Forevermark opens store in Beijing



De BeersForevermark launches a concept store Next Generation Retail Concept in the Caishikou Department Store in Beijing, China.


The 100-square-meter space includes numbers of digital experiences such as a discovery wall featuring the origin of diamonds and how Forevermark diamonds contribute to conserve, protect and restore nature, and two interactive discovery bars. There is also a consultation lounge where customers can browse iconic collections and receive services such as jewellery cleaning. Real kimberlite is also on display within the store to highlight the natural ore in which diamonds are discovered.


Forevermark CEO Nancy Liu said: “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.”

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