De Beers’ Forevermark adds three more retailers in South Africa

De Beers’ Forevermark, which first launched its brand in South Africa last year, has added three more retailers in the continent’s biggest economy.
It said in a statement posted on its website that Jewellers Ntinga and Shemer, in Johannesburg, Peter Gilder, in Cape Town and Lorraine Efune, which had stores in both cities, were now offering jewellery pieces featuring Forevermark diamonds.
The company also unveiled a 35 ct fancy yellow, marquise-cut diamond, crafted by its diamantaire Steinmetz Diamonds.
The diamond was worn by a local actress Keabetswe Motsilanyane at an exclusive event hosted by Forevermark chief executive Stephen Lussier.
Also on show were diamond jewellery pieces that had previously been worn by the likes of Alicia Keys, Uma Thurman and Joely Richardson on the red carpet, it said.
Reports say less than one percent of the world’s diamonds were eligible to be Forevermark certified.
Forevermark diamonds were also available in China, Hong Kong, Japan, India, the US, Singapore, Malaysia, the Caribbean and Mexico.

Mathew Nyaungwa, Editor in Chief of the African Bureau, Rough&Polished