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Press Release: De Beers Forevermark 2006
Sep 26, 2005 10:09 AM
By Press Release
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(Rapaport...September 26, 2005)
Press Release:
DTC announces roll-out of Forevermark to new markets in 2006
Following the success of the Forevermark pilot in Hong Kong, the Diamond Trading Company (DTC) is planning to roll-out the Forevermark to new markets.
The DTC is pleased to announce that it is developing plans to launch the Forevermark in Japan, China, India and the Gulf by the end of 2006.
The DTC Forevermark represents a trail of assurance from the DTC to its clients and to their customers in turn, and guarantees the diamond being purchased is genuine, natural, has been supplied by the DTC and has not been altered or treated by any artificial means.
Every DTC Forevermark diamond is inscribed on the table with the Forevermark icon [  ] and an individual serial number, thus reinforcing the uniqueness of each stone and guaranteeing that the diamond has been watched over by the world’s largest diamond company, backed by over 115 years of diamond expertise.
Invisible to the naked eye and confirmed by the world’s leading gemmological laboratories as not affecting the grade of the diamond, the actual size of the Forevermark inscription is only 1/20th of a micron deep (a mere 1/500th the thickness of a human hair) and can be seen using a proprietary Forevermark viewer. Each diamond inscribed with the Forevermark is accompanied by a certificate of authenticity, representing the DTC’s commitment that the diamond has been sourced and crafted in an ethically, socially and environmentally responsible way.
The Hong Kong pilot was launched in September 2004: nine DTC Sightholders, together with their chosen retail partners, were authorised to use the Forevermark on the basis that they satisfied certain core, objective participation criteria. Demand for the Forevermark over the last 12 months has been buoyant, and some new interested Sightholders and their chosen retail partners have recently qualified for participation in the roll-out of the Hong Kong Forevermark programme from November 2005 as the pilot period comes to an end.
The DTC has been very encouraged by the experience of the Forevermark pilot in Hong Kong and, as announced earlier this year, aims to make the Forevermark increasingly available to Sightholders whilst ensuring that the project remains a sustainable business model going forward. To that end, the DTC will take a major step forward in 2006 with the launch of the Forevermark in four of the world’s key diamond jewellery markets: Japan, China, India and the Gulf.
Further details on the DTC’s plans for the launch of the Forevermark in each of these markets will be communicated to Sightholders in due course.
The DTC believes that the Forevermark can play a very important role in building and sustaining consumer confidence in diamonds. The key objective is to reduce consumers’ perceived anxieties in purchasing diamonds by offering customers and the diamond jewellery industry a simple, secure and cost–effective way to proactively identify natural, untreated and ethical diamonds.
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Tags:
China, Consumers, De Beers, DTC, Hong Kong, India, Japan, Laboratories, Sightholders
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