De Beers’ diamond brand Forevermark is planning to enter the UK and Ireland markets – its first foray into western Europe – later this year.
Forevermark CEO Stephen Lussier said the company has appointed Crossworks Manufacturing as its licensee partner and will be working with a select number of retailers to bring Forevermark diamonds to the region.
“London is home to Forevermark’s global headquarters so this is a very important launch for us,” he said.
“Although only six years old, Forevermark is already well established as one of the world’s leading diamond brands available in over 1300 high-end retail stores in 29 markets around the world. We are delighted that the UK and Ireland will soon be joining us on this incredible journey.”
Crossworks, which has worked closely with Forevermark to launch the brand in Canada and Australia, is confident that the brand will be a well-suited addition to the UK and Irish markets.
Crossworks marketing and external relations executive Dylan Dix said the company “looks forward to working with leading retailers to introduce the world’s most carefully selected diamonds here, inspiring them to craft beautiful diamond jewellery that consumers will be proud to own and wear”.
Lussier concluded that Forevermark provides retailers with the opportunity to differentiate their solitaire product ranges from price-orientated and online competitors.
“In all global markets, has demonstrated the ability to engage consumers, improve margins and address consumer confidence issues around synthetics, treatments, responsible sourcing and integrity in grading.”
The UK and Ireland would be the first market in Western Europe to sell Forevermark diamonds, following the successful entry of the brand into Asia, North America, the Middle East, Australia and Turkey.