Diamond brandForevermark saw impressive growth in 2014, ending the year in 1,542 retail stores across 34 markets, a 20% increase on 2013.
The 2014 results were driven predominantly by demand in the U.S. and the growing middle class in India and China who are increasingly choosing diamond jewellery to mark important occasions such as engagements and weddings. Stephen Lussier, Forevermark CEO, commented “With Forevermark achieving sales at a retail value of around $750million a year, our retail partners and consumers are really embracing the brand.”
Stephen Lussier continued, “Consumer preference for branded diamonds and diamond jewellery is set to continue to increase in 2015. As Forevermark’s distinctive brand proposition addresses confidence issues on quality and integrity, and provides the assurances that today’s consumers are demanding from their high value purchases, we are well positioned to succeed as a leading force in the category.”
Forevermark’s licensee program saw the brand expand into Botswana and Turkey. Since the Turkish launch with exclusive partner Zen Diamond in May last year, Forevermark diamonds are already available in 42 of their stores, with more openings planned in 2015. In addition, Middle East partner, Damas opened a new store in Saudi Arabia selling Forevermark.
The ongoing success of Forevermark has led to unprecedented growth at The Forevermark Diamond Institute. In 2014, grading and inscriptions increased by a significant 67% and 47% respectively, year on year, and a milestone was reached when the one millionth diamond was inscribed with the Forevermark unique inscription number and icon. In the last quarter, a new inscription and grading facility in Surat, India began operations ahead of schedule. With 100 newly trained staff, it is expected to have the same capacity as the Antwerp facility by the end of 2017.
Forevermark also unveiled a powerful new marketing campaign in 2014 that aims to highlight the brand’s driving belief in the power of a promise, and why only a Forevermark diamond can truly convey consumers’ most important promises in life. It has been positively received in the U.S., India and licensee markets to date and will launch in Greater China this spring.
Recognising the increasing importance of digital in a consumer’s journey to purchase, Forevermark re-launched its brand website in the latter part of the year with an elegant new look and feel that fully immerses consumers in Forevermark’s unique story. Since the refreshed site went live, there have been over 1.5 million page views.
Forevermark continues to grace the red carpet with international stars including Sienna Miller, Dakota Johnson, Kate Hudson, Jennifer Garner and Margot Robbie wearing Forevermark diamonds at some of the world’s most high profile events.
Stephen Lussier added, “We have set ourselves ambitious targets for 2015 and continue our plans to expand further in existing and new markets. We look forward to working with our partners around the world to maximise what is a real opportunity for Forevermark in the year ahead.”
For further information about Forevermark please contact:
Liz Robson (UK office)
[email protected]
020 7430 3744
Adelaide Polk-Bauman (US office)
[email protected]
(646) 339 6840
Or please visit www.forevermark.com.
Notes to Editors:
ABOUT FOREVERMARK
Every Forevermark diamond is inscribed with a promise; a promise that it is beautiful, rare and responsibly sourced. Less than one per cent of the world’s diamonds are eligible to become a Forevermark diamond and be inscribed with the Forevermark icon and individual number. Forevermark is the diamond brand from The De Beers Group of Companies and benefits from over 126 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.
FOREVERMARK INSCRIPTION & GRADING
Invisible to the naked eye, the inscription is made using bespoke technology from The De Beers Group of Companies. It is also recorded on the personalised Forevermark identification card which comes with every Forevermark diamond. The actual size of the inscription found on Forevermark diamonds is only 1/20th of a micron deep and can only be seen using a special Forevermark viewer which can be found in Authorised Forevermark Jewellers. It is confirmed by leading gemmological institutes that the Forevermark inscription does not affect the internal quality of a diamond in any way.
Authorised Forevermark Jewellers are able to provide a Forevermark Diamond Grading Report. It is an accurate blueprint of the qualities - cut, colour, clarity and caratage of each Forevermark diamond. The Forevermark Diamond Grading Report also features the individual identification number inscribed on the diamond and a specifically designed security hologram, providing reassurance that the Forevermark Diamond Grading Report is valid and genuine. For more information and to find your nearest Authorised Forevermark Jeweller offering Forevermark Diamonds, go to www.forevermark.com