De Beer’s Forevermark diamond jewellery collection has achieved more than US$100 million in retail sales in the first 12 months of its launch.
Announcing the young brand’s success, Forevermark CEO Stephen Lussier said the launch of Forevermark into China, Hong Kong and Japan has “despite the economic downturn gathered strong momentum”.
“Our partner jewellers have seen Forevermark creates strong consumer interest and this is even more relevant in these times of discerning luxury when consumers are taking more time in considering their luxury purchases,” he said.
Each Forevermark diamond is inscribed with the Forevermark icon and a unique identification number on its table facet,. Invisible to the naked eye, the inscription is 1/20th of a micron deep and “can only be seen using a special Forevermark viewer”.
Forevermark diamonds are now sold in 250 “authorised Forevermark jewellers” across Asia where the brand is supported by a fully integrated marketing program which includes a high profile print advertising and PR campaign and tailored local language consumer websites.
The past year has also seen the successful sale of the world’s largest Forevermark diamonds (The Ponahalo Diamonds at 102.11 and 70.87 carats respectively) at Christie’s New York Jewels Sale.
Forevermark worldwide marketing director Dominic Brand said it had been “an exciting first year for Forevermark”.
“We look forward to building on our success with a further series of innovative marketing plans and initiatives to be launched in 2010.”