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De Beers Group today announced that its De Beers Forevermark diamond brand will enter the German market for the first time after signing with an exclusive licensee partner, and is in advanced-stage discussions with potential partners in France and Italy. The expansion into new European markets comes on the back of successful global performance throughout 2017 and in 2018 to date.
In Germany, De Beers Forevermark is partnering with Heinz Mayer, an Idar-Oberstein-based diamond jewellery specialist. Heinz Mayer will launch the De Beers Forevermark collection to the German jewellery retail trade at the Baselworld trade fair, at Stand F10 Hall 2:1, presenting the opportunity for luxury retailers to bring the brand to a German consumer audience later in 2018.
De Beers Forevermark is also in advanced discussions in France with Groupe Marcel Robbez Masson and in Italy with World Diamond Group. The expansion into new European markets follows the brand’s successful performance in 2017, during which it posted 19 per cent growth in numbers of diamonds sold globally.
Stephen Lussier, Chief Executive, De Beers Forevermark, said: “De Beers Forevermark is delighted to add new licensee partners in key European markets and to further expand the brand’s global reach. The flow of international travellers through Europe from key consumer markets such as the USA, China, India and Japan is an important influence on brand selection, and bolstering the brand’s visibility in leading European destinations is a powerful next step following the successes of 2017.
“We have sought out strong partners whose values match our own, and who can deliver a locally relevant range of De Beers Forevermark diamond jewellery in their countries. We now look forward to further expansion through the year as we continue to offer more consumers the opportunity to buy De Beers Forevermark’s beautiful, rare and responsibly sourced diamonds.”
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About De Beers Forevermark
Every De Beers Forevermark diamond undergoes a journey of rigorous selection. Our unique inscription is an assurance that every De Beers Forevermark diamond meets the exceptional standards of beauty, rarity and is responsibly sourced.
DE BEERS FOREVERMARK DIAMONDS BEYOND THE 4Cs
De Beers Forevermark goes beyond the standard 4Cs to select diamonds that are genuine, natural and untreated. De Beers Forevermark diamonds are cut and polished by master craftsmen to reveal their ultimate beauty and natural brilliance.
DE BEERS FOREVERMARK DIAMONDS ARE RARE
Less than one percent of the world’s diamonds are worthy of the De Beers Forevermark inscription.
DE BEERS FOREVERMARK DIAMONDS ARE RESPONSIBLY SOURCED
Each De Beers 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.
DE BEERS FOREVERMARK INSCRIPTION & GRADING
Each De Beers Forevermark diamond is inscribed with an icon and individual number as an assurance that it has met De Beers Forevermark’s standards of beauty and rarity and that it is responsibly sourced. The De Beers Forevermark inscription is placed on the table facet of a De Beers Forevermark diamond. Invisible to the naked eye, the inscription is 1/5000th of a human hair and can only be seen using a special De Beers Forevermark viewer available at Authorised De Beers Forevermark Jewellers. Authorised De Beers Forevermark Jewellers are able to supply a De Beers Forevermark Diamond Grading Report to their customers providing an accurate blueprint of the qualities - cut, colour, clarity and caratage - of each De Beers Forevermark diamond. De Beers Forevermark is the diamond brand from The De Beers Group of Companies and benefits from 130 years of diamond expertise. De Beers 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 De Beers Forevermark Jewellers. For more information and to find your nearest Authorised De Beers Forevermark Jeweller go to www.forevermark.com.
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 www.debeersgroup.com.