Musson cements partnership with De Beers Forevermark

Musson, the only jeweller licensed in Australia to sell iconic Black Label Forevermark diamonds, has announced the renaming of Forevermark to De Beers Forevermark. The…

Musson, the only jeweller licensed in Australia to sell iconic Black Label Forevermark diamonds, has announced the renaming of Forevermark to De Beers Forevermark. The name change signals a closer association between Forevermark and the 130-year-old De Beers brand, a name synonymous with excellence and expertise in beautiful, rare and responsibly-sourced diamonds.


“As the only company holding exclusive rights to De Beers Forevermark diamonds and Black Label diamonds on the east coast of Australia, we’re delighted to deepen our association with De Beers, a more than 10-year-old relationship” said Musson managing director, Damien Musson. “The benefit flows directly to our customers,” says Musson. “A Forevermark diamond has always represented the highest standards of beauty and responsible sourcing and now our customers will be able to access further the values and exceptional expertise that comes with the De Beers name.”


“To be able to align Musson with De Beers can only strengthen our brand and increase the trust our customers already have in the beauty and quality of our diamonds, their sustainability and responsible sourcing.” he said

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