Forevermark Targets Key European Markets

RAPAPORT… Forevermark is
making a play for the European market, after achieving significant retail growth last year.

The De Beers brand has signed an exclusive licensing deal with German jeweler Heinz Mayer to sell products in the
key nation, it said Thursday. The Idar-Oberstein-based diamond specialist will
present the collection at the Baselworld show, which runs until Tuesday. 

Forevermark, which promises high quality, rarity and
responsible sourcing for all its stones, is also in advanced talks with Groupe
Marcel Robbez Masson in France and World Diamond Group in Italy about similar
partnerships.

European countries are important for the brand because of
the large numbers of international travelers passing through from major consumer
markets such as the US, China, India and Japan, Forevermark CEO Stephen Lussier
noted.

“Bolstering the brand’s visibility in leading European
destinations is a powerful next step following the successes of 2017,” Lussier
said.

Sales of Forevermark diamonds surged 19% globally last year by volume, according to De Beers. Forevermark, which launched in 2008, offers its diamonds in
more than 2,000 stores across the world, including in North America, Eastern
Europe, the Middle East and Asia.