De Beer’s Forevermark diamond brand was officially launched into the Australian market with a glamorous soiree at the Sydney Opera House’s Guillaume at Bennelong restaurant.
Guests at the event, which was hosted by Forevermark and television presenter and journalist Sarah Harris, included Steven Khalil, Nerida Winter and Donny Galella.
Forevermark CEO Stephen Lussier said the company expects Forevermark (which will be distributed in Australia by Storch & Co) to do “exceptionally well”. locally.
“We partner with jewellers of the highest calibre around the world who share our passion for diamonds, and we are excited to be partnering with established jewellers such as Musson, Percy Marks and Diamonds International,” he said.
“Australia is a natural extension for us having expanded extensively around the globe since launching in 2008.
“Anyone wearing Forevermark can be assured that each diamond is responsibly sourced, beautiful, rare and of the highest quality.”
Daniel Storch, the managing director of Storch & Co, said he was incredibly excited about the brand’s launch in Australia.
He said the company will work with Crossworks Manufacturing (Forevermark’s Canada-based diamantaire) and authorised jewellers to deliver the world’s premium diamond brand
“I believe Forevermark will provide a great benchmark for our industry.”
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”.