Sophie Elgort and Rosario Dawson wearing Forevermark in preparation for the jeweler's New York pop-up.

Forevermark is testing the e-commerce waters.

Today, the De Beers subsidiary launches a U.S. e-commerce web site selling limited merchandise. While Forevermark digitally sells its products in China via WeChat, the U.S. market — the company’s second largest geographical stronghold after China — is the first to receive a dedicated e-commerce site.

The site is a component of the jeweler’s omnichannel growth strategy. A live chat bot and appointment scheduler are also part of these plans — getting Forevermark clients “closer to the product, so they can know the price and it then takes them closer to one of our retail partners,” said Forevermark North America president Charles Stanley.

Forevermark’s omnichannel play is “an essential component for us to achieve continued growth,” Stanley said, noting that the jeweler has experienced annual double-digit growth over the last five years.

“E-commerce is more of a consumer engagement tool in our minds than a vehicle for direct sales,” Stanley added, noting that the company projects “much less,” than 20 percent of its sales will come through the portal.

The site will launch with two collections — Forevermark Alchemy collection by Jade Trau and its new Forevermark Tribute Collection. These collections will also be the focus of a Forevermark New York pop-up featuring a portrait series by photographer Sophie Elgort, open at 82 Gansevoort Street Dec. 7 and Dec 8.

Though Forevermark’s e-commerce will only launch with limited product, Stanley said that, “we will be looking to build on those in time as we are better able to manage the assortment and product.” At launch, the site will sell products priced from $549 to $8,650.

The fine jewelry industry has been slow to adapt to e-commerce practices, with some companies feeling that online business weakens the aura of luxury. Stanley disagreed, noting that “It’s all down to how you do it and the environment you create online and the way you service a client, just like how you would in a store.”