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Forevermark Expands Reach in India

Brand Selects Jewelers in Chennai

Sep 27, 2011 11:58 PM   By Dilipp S Nag
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RAPAPORT... Forevermark has entered into the southern Indian city of Chennai by partnering with select jewelers and expanding its reach to four cities. The selected authorized Forevermark jewelers in Chennai are G.R. Thanga Mallagai Jewellers (GRT Jewellers), Joyallukas, Prince Jewellers, Sugal and Damani Jewellers and VBJ Jewellers.

''We are delighted to introduce Forevermark diamonds and their unique promise to Chennai, a city known for its art and culture,'' said Stephen Lussier, the chief executive of Forevermark. ''Thanks to their assurance of beauty, rarity and responsibility, Forevermark diamonds can be worn with pride. We believe these attributes will appeal to all the diamond jewelry aficionados of Chennai.''

Forevermark also named Sachin Jain as its new managing director in India, replacing Benita Cooper, who stepped down from the position. Jain, who is currently Forevermark’s retail manager for India, will begin his new role in January following a training period with Cooper that will extend until the end of 2011.

De Beers launched Forevermark in May 2008 in an attempt to further penetrate the diamond retail market by allowing jewelry retailers and diamantaires to partner with De Beers using the brand. The brand was launched in India in the southern city of Bengaluru in January and then expanded into Mumbai and Delhi. The next phase of expansion will include launching Forevermark in Hyderabad and Kolkata this year.

The company is looking to expand into an addition six cities across India in the next year with expansion into 35 cities planned for the next five years.

Forevermark diamonds are sourced from a small number of carefully selected De Beers mines as well as other mines that meet strict business, social and environmental standards. Each diamond eligible to become a Forevermark diamond is set apart from other rough stones and can be tracked and traced from a responsible source, throughout the cutting and polishing stage, to the point of inscription at the Forevermark Diamond Institute.

The company stated that only a select group of master diamantaires are eligible to cut and polish Forevermark diamonds and just a few exclusive jewelers are able to sell at retail. Less than one percent of the world’s diamonds are eligible to become a Forevermark diamond, it added.

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Tags: Benita Cooper, Chennai, De Beers, Dilipp S Nag, Forevermark, India, Sachin Jain, Stephen Lussier
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