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De Beers Group today announced that its Forevermark diamond brand has launched in Indonesia as it continues on its global growth trajectory.

For the market launch Forevermark is partnering with Indonesia’s premier jewellery company, Central Mega Kencana (CMK), which will sell Forevermark in its leading retail brands, Frank & Co., The Palace and Miss Mondial.  Forevermark will initially be sold in 12 stores in the CMK network in the Jakarta region, with plans to expand further in the near future.

The official launch event took place on 11 April 2018 at Plaza Senayan in Jakarta, and was marked with a showcasing of Forevermark red carpet jewellery, as well as an exhibition highlighting the brand’s key message: diamonds that are beautiful, rare and responsibly sourced.

The Indonesia launch means Forevermark will now be available in 26 markets globally.

Stephen Lussier, Chief Executive, Forevermark, said: “We are delighted to be launching Forevermark in the fast-growing Indonesian jewellery market, with our market-leading partner CMK. Forevermark’s brand promise continues to resonate very strongly across the world, and we look forward to exploring the potential for further new market launches as the brand goes from strength to strength.”

Stefanus Lo, CEO of CMK, said: “Carrying the Forevermark brand through our licensee partnership will introduce an exciting new product opportunity for diamond lovers in Indonesia, while also broadening consumer interest in the diamond category as a whole. Our goal is to deliver the very best quality product in whatever we sell to our customers, meaning that a partnership with Forevermark is the perfect match for us.”

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Notes to editors

High resolution images from the launch event are available for download here.


De Beers Group press office
Tel +44 (0) 20 7430 3434

About Forevermark

Every Forevermark diamond undergoes a journey of rigorous selection. Our unique inscription is an assurance that every Forevermark diamond meets the exceptional standards of beauty, rarity and is responsibly sourced.


Forevermark goes beyond the standard 4Cs to select diamonds that are genuine, natural and untreated. Forevermark diamonds are cut and polished by master craftsmen to reveal their ultimate beauty and natural brilliance.


Less than one percent of the world’s diamonds are worthy of the Forevermark inscription.


Each Forevermark diamond is responsibly sourced and embodies our principles of integrity, striving to create opportunities for women and our dedication to protection of the natural world. The inscription is an assurance of the physical integrity of our diamonds throughout their journey, as well as the conscientious integrity with which we run our business.


Each Forevermark diamond is inscribed with an icon and individual number as an assurance that it has met Forevermark’s standards of beauty and rarity and that it is responsibly sourced. The Forevermark inscription is placed on the table facet of a Forevermark diamond. Invisible to the naked eye, the inscription is 1/5000th of a human hair and can only be seen using a special Forevermark viewer available at Authorised Forevermark Jewellers. Authorised Forevermark Jewellers are able to supply a Forevermark Diamond Grading Report to their customers providing an accurate blueprint of the qualities - cut, colour, clarity and caratage - of each Forevermark diamond.  Forevermark is the diamond brand from The De Beers Group of Companies and benefits from 130 years of diamond expertise. Forevermark diamonds are carefully selected and come from sources committed to high standards; they are beautifully crafted by a select group of Diamantaires and exclusively available from select Authorised Forevermark Jewellers. For more information and to find your nearest Authorised Forevermark Jeweller go to

About De Beers Group

De Beers Group is a member of the Anglo American plc group. Established in 1888, De Beers Group is the world’s leading diamond company with expertise in the exploration, mining and marketing of diamonds. Together with its joint venture partners, De Beers Group employs more than 20,000 people across the diamond pipeline and is the world’s largest diamond producer by value, with mining operations in Botswana, Canada, Namibia and South Africa. As part of the company’s operating philosophy, the people of De Beers Group are committed to ‘Building Forever’ by making a lasting contribution to the communities in which they live and work, and transforming natural resources into shared national wealth. For further information about De Beers Group, visit


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