Less Than 0.1% on Earth... Shinsegae Department Store Offers Rare Color Diamonds

Introduced on VIP-exclusive page 'The Showcase'
Custom-made through one-on-one consultation
"A new horizon for VIP content"

On May 11, Shinsegae Department Store announced that it will introduce highly rare color diamonds, which account for less than 0.1% of all diamonds on Earth.

Shinsegae Department Store Daegu Branch 'Adir' Store. Provided by Shinsegae Department Store

This offering is provided through 'The Showcase,' a VIP (Very Important Person) exclusive curation platform that was first introduced in November last year, and includes a one-on-one custom production service. The Showcase is a display feature within Shinsegae Department Store’s application (app) that introduces premium lifestyle products to VIP customers. It offers both tangible and intangible products and services that are not available at conventional department stores.

As its first product, The Showcase featured the new 'Polestar 4' from Swedish premium electric vehicle brand Polestar in November last year. Earlier this year, it introduced tickets to 'Roland Garros,' one of the four major tennis tournaments, as its second product.

The third product, color diamonds, stands out for its fully customizable service, allowing customers to order diamonds tailored to their preferences in terms of color, carat size, cut shape, and setting through consultations.

The purchasing process involves booking a consultation through The Showcase, then visiting the Adir store?Shinsegae Department Store’s own luxury jewelry brand?at either the Gangnam or Daegu branch for a one-on-one expert consultation. During this process, customers can decide on their desired carat, color, and cut shape, and can also request custom jewelry settings such as rings, necklaces, or bracelets if desired.

Color diamonds showcased at Shinsegae Department Store's 'The Showcase'. Photo by Shinsegae Department Store

After the consultation, customers can view the actual diamond of their choice within up to three months, and receive the finished product within one month after making a purchase decision.

The color diamonds introduced through The Showcase are directly sourced from a global diamond wholesaler with 80 years of experience, ensuring high quality and competitive pricing. In addition to certification from the international gemological institute GIA, Shinsegae Adir also provides its own certificate of authenticity.

Purchases made through The Showcase are reflected 100% in the calculation for VIP status selection in 2026. For customers who purchase over 100 million won, a special service is provided where the specifications of the purchased diamond are engraved on a gold bar (one don).

Lee Sunghwan, Executive Director of Sales Strategy at Shinsegae Department Store, said, "We will continue to introduce both tangible and intangible products and services that allow our VIP customers to feel a sense of pride and further upgrade their lifestyles."