Editor’s Note
This article highlights Shinsegae Department Store’s exclusive offering of rare colored diamonds, which constitute less than 0.1% of all diamonds globally. Through its VIP curation platform, ‘The Showcase,’ the store provides a personalized 1:1 custom production service, presenting unique luxury products and experiences to its elite clientele.
Shinsegae Department Store is presenting highly rare colored diamonds, which account for less than 0.1% of all diamonds on Earth.
It offers a 1:1 custom production service through ‘The Showcase’, a VIP-exclusive curation platform first introduced in November last year. ‘The Showcase’ is a display case within an app that introduces high-end lifestyle products to Shinsegae Department Store VIP customers, proposing tangible and intangible products and services not available in traditional department stores.
Last year, the first product of ‘The Showcase’ was the ‘Polestar 4’, a new car from Swedish premium electric vehicle brand Polestar. Earlier this year, the second product was tickets to ‘Roland Garros’, one of the four major tennis tournaments. This initiative was made possible by expanding VIP services, traditionally offline, into a digital app-based experience.
The third product from ‘The Showcase’ is colored diamonds, with the key feature being that customers can order custom-made diamonds through consultation, choosing color, carat size, cutting shape, and setting according to their preferences.
The purchasing process involves booking a consultation via ‘The Showcase’, then visiting the Adir luxury jewelry brand store (in Gangnam/Daegu) operated directly by Shinsegae Department Store for a 1:1 consultation with experts. During this process, customers decide on desired carat, color, cutting shape, etc., and can also opt for custom jewelry settings such as rings, necklaces, or bracelets.
After consultation, customers can view the actual diamond within up to 3 months, and receive the product within 1 month after purchase decision.
The biggest appeal of the colored diamonds introduced through ‘The Showcase’ is their price competitiveness, achieved by directly sourcing high-quality rough stones in collaboration with a global diamond wholesaler with 80 years of experience. In addition to GIA certification from an international appraisal institute, Shinsegae Adir issues its own guarantee, significantly enhancing trust.
Recently, colored diamonds have set record prices at global auctions, establishing themselves as an investment asset beyond mere jewelry. In line with this trend, ‘The Showcase’ allows customers to create a one-of-a-kind custom diamond.
Purchases made through ‘The Showcase’ are 100% reflected in the VIP selection amount for 2026, and customers who purchase over 100 million KRW receive a special service: the specifications of their purchased diamond are engraved on a gold bar (1 don).
Meanwhile, the ‘Polestar 4’ received high praise from buyers through dedicated specialists for Shinsegae VIPs, managing every step from consultation to delivery, achieving sales comparable to offline stores. Tickets for the men’s final of the tennis tournament ‘Roland Garros’, priced over 7 million KRW, sold out immediately upon release, demonstrating their popularity.
