News from our businesses and markets
London (14th July 2014), De Beers Forevermark, the diamond brand from The De Beers Group of Companies announced today it will be expanding into the United Kingdom and Ireland this Autumn. Crossworks Manufacturing Ltd. has been appointed as the only licensee partner and will be working with a select number of retailers to bring De Beers Forevermark diamonds to the region.
De Beers Forevermark CEO Stephen Lussier comments, “London is home to De Beers Forevermark’s global headquarters so this is a very important launch for us. Although only six years old, De Beers Forevermark is already well established as one of the world’s leading diamond brands available in over 1,300 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.”
Working closely with De Beers Forevermark, Crossworks have successfully launched the brand in Australia and Canada and are confident that De Beers Forevermark and its unique promise of beautiful, rare and responsibly sourced diamonds will also be an exceptional addition to the UK and Irish markets. Dylan Dix, Group Executive, Marketing and External Relations says, “We look 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.”
The UK and Ireland will be the first market in Western Europe to sell De Beers Forevermark diamonds. It follows the successful expansion and a growing international following in Asia, North America, the Middle East, Australia and Turkey. De Beers Forevermark diamonds have been worn by some of the world’s biggest stars including actresses Jennifer Garner and Margot Robbie at the recent 2014 Academy Awards.
Stephen Lussier adds, “De Beers Forevermark provides retailers with the opportunity to differentiate their solitaire product ranges from the price orientated and online competitors and 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.”
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For further information about De Beers Forevermark, please contact:
Liz Robson
Forevermark
Tel: +44 (0)20 7430 3744 / Mob: +44 (0)7841 730060 / [email protected]
Or please visit www.forevermark.com
Notes to Editors:
ABOUT DE BEERS FOREVERMARK
Every De Beers 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 De Beers Forevermark diamond and be inscribed with the De Beers Forevermark icon and individual number. De Beers Forevermark is a diamond brand from the De Beers group of companies and as such, benefits from over 125 years of diamond expertise. De Beers Forevermark diamonds are carefully selected and come from sources committed to high standards; are beautifully crafted by a select group of Diamantaires; and are exclusively available from select jewellers.
DE BEERS FOREVERMARK INSCRIPTION & GRADING
Invisible to the naked eye, the inscription is made using bespoke technology from the De Beers group. It is also recorded on the personalised De Beers Forevermark identification card which comes with each and every De Beers Forevermark diamond. The actual size of the inscription found on De Beers Forevermark diamonds is only 1/20th of a micron deep and can only be seen using a special De Beers Forevermark viewer which can be found in Authorised De Beers Forevermark Jewellers. It is confirmed by leading gemological institutes that the De Beers Forevermark inscription does not affect the internal quality of a diamond in any way.
Authorised De Beers Forevermark Jewellers are able to provide a De Beers Forevermark Diamond Grading Report. It is an accurate blueprint of the qualities - cut, colour, clarity and caratage of each De Beers Forevermark diamond. The De Beers Forevermark Diamond Grading Report also features the individual identification number inscribed on the diamond and a specifically designed security hologram, providing reassurance that the De Beers Forevermark Diamond Grading Report is valid and genuine. For more information and to find your nearest De Beers Forevermark Jeweller offering De Beers Forevermark Grading Reports go to www.forevermark.com
ABOUT CROSSWORKS
Crossworks Manufacturing Ltd., a member of the HRA Group of Companies, is a Canadian company and a significant diamond manufacturer in Canada, with three facilities in Vancouver, Yellowknife and Sudbury. The HRA Group is a Sightholder of the De Beers Group of Companies, Rio Tinto Select Diamantaire, an Authorized Partner of Argyle Pink Diamonds and a Forevermark™ Diamantaire in Asia, USA, Australia and exclusively in Canada and the UK. Currently, the Group is the largest manufacturer of branded Canadian diamonds in the world with distribution throughout North America, Europe, Australia and Asia. The Group is also renowned for its innovative diamond design and developing the Ideal Square and Ideal Cushion.