De Beers: Forevermark to be the World’s Leading Diamond BrandMay 01, 08
Forevermark is to be the world’s leading diamond brand, De Beers said as it began unveiling plans to "a select audience of diamantaires and retailers" April 30-May 2. Roll out of the plans, which include a Forevermark grading lab and goods not mined by De Beers, is expected to commence in the fourth quarter of the year.
above) will be
re-launched in Hong
Kong and China and
Macau in late 2008
To “extend the brand’s ambition and accessibility,” diamonds sourced “beyond the Diamond Trading Company (
Forevermark is currently expected to be launched with selected jewelers in
Clearly, the Forevermark program, once offered only to
“In a world where international brands are increasingly sought after and valued, diamonds stand apart as a great opportunity with the majority of diamonds sold still un-branded,” the company said in a release late Wednesday night.
According to Francois Delage, CEO of De Beers Group Marketing, “Forevermark is about the ultimate in selection and standards from the mine right through to the jeweler.”
During the presentations in
Nicky Oppenheimer, chairman of the De Beers group of companies, said, “Consumers are becoming more knowledgeable, more demanding and more concerned about the well-being of the world at large. Forevermark will meet those concerns; it will give assurance and comfort.”
Forevermark, first introduced in Hong Kong in 2004, is a diamond brand program that includes diamonds which are 0.18 carats and above in size, SI2 clarity and above, J color and above and good quality cuts and above meet Forevermark standards, mostly ethical ones. The diamonds are inscribed with the Forevermark logo on the table facet with an identification number that can be seen with a special Forevermark viewer.
De Beers Group Marketing was established in 2007 as a separately managed division within De Beers. Its main mission is to build and develop Forevermark. It is also responsible for driving diamond demand in key markets and maintaining consumer confidence in diamonds.