De Beers Forevermark unveiled its Forevermark Precious Collection in Hong Kong last month.
The collection includes jewellery designs by supermodel Alek Wek, graphic designer Alan Chan, jewellery designer Bao Bao Wan, fashion designer Barney Cheng, jewellery designer Cindy Chao, Oscars jewellery designer Mona Mehta and couturier Tarun Tahiliani.
Launching the collection, Forevermark CEO Francois Delage said the company had invited the internationally renowned designers to interpret the word “precious”. And “celebrate and explore the symbiotic relationship between diamonds and stories”.
“Behind every Forevermark diamond is a precious story,” he said. “Whatever the story, it will always be one that is intensely personal and always unique – no two stories are the same just as no two Forevermark diamonds are the same.”
He said the new collection reflected today’s cultural diversity and cross-fertilisation of beliefs and customs.
”In this way they also represent the global aspiration of Forevermark and at the same time underline the universal appeal and international language of the diamond, with its subtly different meanings and messages for each civilisation, cultural group and individual,” he said.
“Accordingly the designs vary widely from traditional cascades of diamonds and delicate Asian calligraphy through to pop art and urban rock chick styles.”
Following its debut in Hong Kong, The Forevermark Precious Collection will go on tour and will be exhibited in Beijing, China and Japan.