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Forevermark Reports Strong Growth in 2013

Feb 28, 2014 8:03 AM   By De Beers
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Press Release: Forevermark, the diamond brand from the De Beers group of companies, today announced a strong year of growth, driven predominantly by continued consumer demand in core markets, China, U.S., India and Japan. Stephen Lussier, Forevermark's CEO commented, “The brand has performed exceptionally well in the last year. We are now fully established as a globally recognized brand with presence in over 1,300 retail outlets across 12 major markets.”

Expansion has progressed rapidly since the brand launched in 2008. In the last year alone, the number of stores selling Forevermark diamonds has increased by almost 40 percent. Forevermark’s licensee program also saw launches in Australia, Brunei, Kuwait and producer country, Namibia in 2013.

The Forevermark Diamond Institute, the very center of the business had an extremely successful year. Jonathan Kendall, the president of Forevermark Diamond Institute, remarked, “We are defining quality and integrity in the diamond industry. Our technological excellence, diamond knowledge and expertise are unrivaled in the industry and demand for our services is increasing every year.” Forevermark recently announced that a second inscription and grading facility will open in early 2015 in Surat, India to meet the continued demand.

Since 2009, grading and inscription numbers have increased by 666 percent and 426 percent respectively. More than 870,000 diamonds have now been inscribed with a Forevermark unique inscription number and icon.

Lussier attributes Forevermark’s ongoing success to the strength of the brand positioning. “Our promise, underpinned by the individual inscription on every Forevermark diamond sets us apart. With Forevermark you get a beautiful diamond of exceptional quality from a brand with strong integrity values. These are assurances which we know today’s consumers are looking for,” he said.

The second half of 2013 saw the launch of Forevermark’s fourth design collection, Cornerstones™ which helped to drive significant sales for Forevermark partners during the key end of year sales period and will continue to do so throughout 2014.

In addition, the exceptional qualities of Forevermark diamonds have inspired more stunning jewelry creations around the world including House of Waris founded by actor and designer Waris Ahluwalia, who debuted his first Forevermark collection in the U.S. that was inspired by a visit to Southern Africa to witness the journey of a Forevermark diamond. Authorized Forevermark Jeweller Chow Tai Fook also introduced the latest Forevermark Swan Bridal Collection in Greater China. Since the exclusive collection launched in 2011, the product range has quadrupled and sales have more than doubled year on year.

Forevermark diamonds also made a big impact on the red carpet worn by some of the world’s biggest names including Michelle Obama, Ziyi Zhang, Norah Jones, Jessica Chastain and Jennifer Garner, amongst others in the past year.

Forevermark has ambitious plans for 2014 and beyond, Lussier summarizes, “We are excited about the year ahead; increasing distribution in our core markets and expanding into new markets remain our priorities. We are in very strong position to realise our goal to become the world’s leading diamond brand.”

Every Forevermark diamond is inscribed with a promise; a promise that it is beautiful, rare and responsibly sourced. Less than one per cent of the world’s diamonds are eligible to become a Forevermark diamond and be inscribed with the Forevermark icon and individual number. Forevermark is a diamond brand from the De Beers group of companies and as such, benefits from over 125 years of diamond expertise. Forevermark diamonds are carefully selected and come from sources committed to high standards; are beautifully crafted by a select group of diamantaires; and are exclusively available from select jewelers.

Invisible to the naked eye, the inscription is made using bespoke technology from the De Beers group. It is also recorded on the personalized Forevermark identification card which comes with each and every Forevermark diamond. The actual size of the inscription found on Forevermark diamonds is only 1/20th of a micron deep and can only be seen using a special Forevermark viewer which can be found in authorized Forevermark jewelers. It is confirmed by leading gemological institutes that the Forevermark inscription does not affect the internal quality of a diamond in any way.
Authorized Forevermark jewelers are able to provide a Forevermark Diamond Grading Report. It is an accurate blueprint of the qualities - cut, color, clarity and caratage of each Forevermark diamond. The Forevermark Diamond Grading Report also features the individual identification number inscribed on the diamond and a specifically designed security hologram, providing reassurance that the Forevermark Diamond Grading Report is valid and genuine. For more information and to find your nearest Forevermark Jeweller offering Forevermark Grading Reports go to

 Rapaport News is not responsible for, and does not endorse, the content of any third-party press release. This is not a Rapaport Press Release. It has been provided as additional information for our clients.

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Tags: China, De Beers, demand, Forevermark, retailers, u.s. jewelry diamonds
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