Forevermark will be the world’s leading diamond brand, as was announced by De Beers, which presented its new marketing plan to a select audience of diamantaires and retailers. The launch of this program aimed at winning the market under a new flag and calling for initiating an exclusive network of grading laboratories and for attracting outside suppliers is scheduled for the fourth quarter of this year.
Independent grading labs of Forevermark set up specially to launch the new brand will be equipped with state-of-the-art facilities and will use a range of proprietary technologies. Some laboratories have been opened in Belgium and Great Britain, with further new certification localities planned for 2009-2010.
“To extend the brand’s ambition and accessibility,” De Beers will let diamonds from independent suppliers into this program beyond DTC.
Current plans are to launch Forevermark in carefully selected jewellers in Hong Kong, China and Macau in the fourth quarter of 2008. Diamantaires from Japan will join it in the first quarter of 2009 followed by Taiwan, India and South Africa (in the second quarter of 2009).
Consequently, Forevermark, earlier accessible for DTC site holders only, now is open for new companies, some of which may not belong to immediate clientele of De Beers.
“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,” De Beers said in its press release.
Francois Delage, CEO, De Beers Group Marketing, noted, “Forevermark is about the ultimate in selection and standards from the mine right through to the jeweller.”
As has been explained to the guests invited to the presentation at the London auction house of Phillips de Pury, each Forevermark diamond will be scrupulously inspected at least five times.
Nicky Oppenheimer, Chairman of the De Beers Group of Companies, believes that “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.”
IDEXOnline reminds that 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 micro logo bearing an identification number that can be seen with a special viewer.
De Beers Group Marketing was established in 2007 as a separately managed division within De Beers. Its main mission is to develop Forevermark. The division is also responsible for driving diamond demand in key markets and maintaining an attractive image of diamonds in the public eye.
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