LVMH’s Chaumet Launches on Alibaba Marketplace Tmall

French luxury jewelry brand Chaumet is cutting the ribbon on a flagship store on Alibaba Group’s business-to-consumer marketplace Tmall, part of its drive to reach Chinese consumers.

Headquartered in Paris’ hallowed Place Vendome, Chaumet is known for luxurious creations ranging from diamond earrings and gem-encrusted necklaces to gold bangles and sparkling engagement rings.

LVMH-owned Chaumet will officially open its digital store on Tmall’s dedicated venue for high-end brands, Tmall Luxury Pavilion, on Jan. 16, complementing its network of 17 brick-and-mortar stores nationwide.

“We believe this partnership will provide a more enriching and premium online shopping experience and further cater to the high-quality expectations of Chinese customers, especially the young generation,” Chaumet’s CEO Charles Leung said in a statement.

Chaumet’s presence on Tmall will help it stand out in China’s vast luxury market, which is set to reach RMB816 billion ($115 billion) in value by 2025, consultancy PwC predicted last year.