De Beers Forevermark diamonds presented at CMJ trade event
BIRMINGHAM, August 2014 – De Beers Forevermark diamonds were introduced at the Company of Master Jewellers (CMJ) trade event in Birmingham on August 3-4.
“This is not a De Beers Diamond Jewellery Brand but a De Beers Diamond Brand,” CMJ CEO Willie Hamilton said.
The DeBeers Forevermark diamond range can be purchased loose or within jewellery settings and designs.
“Because Forevermark is the diamond brand from The De Beers Group of Companies it benefits from over 125 years of diamond expertise,” Hamilton said.
“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 microscopic Forevermark Icon and individual number.”
Naked to the human eye, this inscription can be viewed through a special microscopic viewer and identifies the diamond as being of exceptional beauty and quality – De Beers stress that the qualities of a Forevermark diamond go beyond the traditional 4 Cs.
“The De Beers Forevermark has a proven track record since it was first launched in China in 2006, followed by the United States, Japan, Australasia, Dubai, South Africa, Malaysia and India,” Hamilton said.
“This year, it launches in the UK and Ireland and with the marketing might of De Beers behind it, this is a brand that will not only become the most prestigious brand of the diamond world, but offers its retail partners a prestigious point of difference from its competitors in the bridal market and better margins.”
From purchasing loose stones to readymade collections, this is a diamond brand that can be adapted to the needs of any prestigious jeweller, with the kind of marketing and training back-up that is generally only seen from luxury Swiss watch brands like Rolex and Patek.
“This is not for everyone, and indeed De Beers need to vet and approve each retail partner (just like Rolex and Patek) to ensure that you are the right fit,” Hamilton said.
“But if you are already a fine jeweller with an expertise in diamonds and want to develop your bridal segment, then Forevermark could be for you.
“De Beers are only looking for around 20 to 30 retail partners in the UK over the next few years.”
Crossworks Manufacturing Inc. has been appointed as the only licensee partner and is a member of the HRA Group of Companies and a De Beers Sightholder.
It is a Canadian company and a significant diamond manufacturer in Canada.
Crossworks has appointed Judith Lockwood as the sales director for the Forevermark diamond brand in the UK.