Editor’s Note
This article highlights Shinsegae Department Store’s exclusive online showcase of exceptionally rare colored diamonds, available only to VIP clients. These gems represent some of the world’s most exclusive natural treasures.
Shinsegae Department Store announced on the 11th that it will showcase globally rare color diamonds in its VIP-exclusive online section, ‘The Showcase’. The diamonds to be introduced are gems with a rarity of less than 0.1% among color diamonds existing on Earth.
Shinsegae first introduced the VIP (premium customer) exclusive curation platform ‘The Showcase’ in November last year, providing 1:1 custom-made services. ‘The Showcase’ is a corner within an application that introduces high-quality lifestyle products to Shinsegae Department Store’s VIP customers, featuring tangible and intangible products and services that were previously difficult to access in traditional department stores. When the corner was first created, the product showcased was the new car ‘Polestar 4’ from the Swedish premium electric vehicle brand Polestar. Earlier this year, it also presented tickets to ‘Roland Garros’, one of the four major tennis tournaments. By digitizing what was previously an offline-centric VIP service, it has opened a new horizon for VIP content.
The color diamonds to be showcased in ‘The Showcase’ this time can be custom-ordered according to the customer’s taste regarding color, carat (weight), cut shape, and setting through consultation. Purchases are made by booking a consultation through ‘The Showcase’ and then visiting the luxury brand ‘Adir’ store directly operated by Shinsegae Department Store for a 1:1 consultation with an expert.
A key strength of the color diamonds introduced through ‘The Showcase’ is their price competitiveness, achieved by directly sourcing high-quality rough stones through collaboration with a global diamond wholesaler with 80 years of history. In addition to certificates from the international appraisal institution GIA, Shinsegae Adir’s own warranty certificates are also issued, further enhancing reliability.
Recently, in the global auction market, color diamonds have been setting record-breaking hammer prices, establishing themselves not merely as gems but as investment assets.