Five years after its official launch, De Beer’s Forevermark diamond brand has arrived in Australia.
The brand, which will be distributed locally by Storch & Co, will be sold at “selected jewellers” including Diamonds International in Brisbane and Musson and Percy Marks in Sydney from October 22.
According to the De Beers Group, less than one per cent of the world’s diamonds are eligible to become a Forevermark diamond as “they are carefully selected from sources committed to high business, social and environmental standards and crafted by only a handful of master craftsmen”.
Each Forevermark diamond is inscribed with an icon and individual number as proof of the promise that “it is beautiful, rare and has been responsibly sourced”.
The Forevermark inscription is placed on the table facet of the diamond and is invisible to the naked eye (it is only 1/20th of a micron deep) but can be seen using a Forevermark viewer in authorised stores.
Storch & Co managing director Daniel Storch said working with Forevermark and Crossworks Manufacturing (Forevermark’s Canada-based diamantaire) “brings many opportunities”.
“I am excited to be supplying Forevermark diamonds to some of the finest most highly regarded jewellers in the country,” he said.
Forevermark CEO Stephen Lussier added that he is delighted that Forevermark will soon have a presence in Australia.
“We have developed a brand that not only defines quality and integrity within the diamond industry, but that also inspires leading jewellers to create precious and exciting diamond pieces.
“Forevermark has moved from strength to strength over the past five years and we have been able to introduce the brand to many new markets throughout the world.
“Awareness amongst consumers has escalated about the importance of selecting responsibly sourced diamonds of the highest standard − every person who receives a Forevermark diamond can feel both proud to own and to wear it.”
First piloted in Hong Kong in 2004, the De Beers Group launched Forevermark in 2008 as a wholly-owned subsidiary with a strong focus on Asia before launching the brand in the US and India in 2012.
In addition, Forevermark diamonds were, and continue to be, distributed through a special licence program in Singapore, the Caribbean and Mexico, Malaysia, South Africa and the UAE.
Today, Forevermark’s distribution exceeds 700 doors worldwide.