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Tmall Luxury Pavilion Flagship Store Launch


De Beers Jewelers, the high-jewelry label of the iconic House of Diamonds, was looking for China e-commerce strategic consultancy. At the end of the consulting project, the brand chose us as their China e-commerce partner. 


Full Jet powered by Baozun provided a deep analysis of multiple Chinese E-channels, and suggested detailed e-merchandising strategy, marketing plan short and long-term as well as e-commerce P&L. 

The consulting project allowed our team to understand De Beers’ DNA and their expectations for the Chinese market. Quite naturally, the brand decided to entrust us with the implementation of their online strategy in China. 

In 2020, we have launched their e-shop on Tmall Luxury Pavilion and are still running the operations daily.


De Beers flagship store officially launched on Luxury Pavilion in October 2020 with a Tmall exclusive product launch. In 3 months, the brand made it to the top 10 best brands in luxury jewelry during the Double 11 Shopping Event. 

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