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De Beers Forevermark has teamed up with award-winning photojournalist Annie Griffiths to showcase the Responsible Sourcing practices involved in our diamonds journey.
During summer 2015, Annie toured conservation and economic sites in Botswana and South Africa, seeking images that capture the people and scenes involved in the De Beers Forevermark diamond journey.
De Beers Forevermark Chief Executive Stephen Lussier comments: “To bring across De Beers Forevermark’s Responsible Sourcing principles, it was important to us to commission a photographer who not only brings to life our values, but also embodies them personally. Annie’s work celebrates wildlife, nature and women, highlighting their important contribution in local communities.”
Annie Griffiths is the founder and Executive Director of Ripple Effects Images, a non-profit organisation highlighting programmes helping to empower women. She was interested in how diamonds connected women across vast distances and cultural divides. “That diamond on your finger has been through an incredible journey, and some incredible women have helped to put it there,” she said.
Annie comments: “Following a De Beers Forevermark diamond journey was an outstanding experience. There is such a strong connection between diamonds and conservation. I could also witness how much diamonds benefit local communities, especially women.”
Stephen Lussier adds: “Our consumers, especially millennials, those who reached adulthood at about the turn of the century, are concerned about the origin and the story behind what they own. They want diamonds they can trust, which is what De Beers Forevermark offers.”
Please visit the De Beers Forevermark website to discover De Beers Forevermark Responsible Sourcing and Annie Griffiths’ journey and images
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Notes to Editors:
ABOUT DE BEERS FOREVERMARK
Every De Beers Forevermark diamond undergoes a journey of rigorous selection. Less than one percent of the world’s diamonds are worthy of the De Beers Forevermark inscription.
The unique inscription is an assurance that every De Beers Forevermark diamond meets exceptional standards of beauty, rarity and is responsibly sourced.
DE BEERS FOREVERMARK INSCRIPTION & GRADING
Invisible to the naked eye, the inscription is made using bespoke technology from The De Beers Group of Companies. Featured on the personalised De Beers Forevermark Diamond Grading Report which comes with every De Beers Forevermark diamond, the individual identification number inscribed on the Diamond is just 1/5000th the width of a human hair. It can only be seen using a special De Beers Forevermark viewer at Authorised De Beers Forevermark Jewellers.
De Beers Forevermark is the diamond brand from The De Beers Group of Companies and benefits from over 127 years of diamond expertise. De Beers Forevermark diamonds are carefully selected and are beautifully crafted by a select group of diamantaires. They are exclusively available from select Authorised De Beers Forevermark Jewellers.
For more information and to find your nearest Authorised De Beers Forevermark Jeweller offering De Beers Forevermark Grading Reports, go to www.forevermark.com.