News from our businesses and markets

De Beers Forevermark announced at the 2015 De Beers Forevermark Forum a facilitated e-commerce pilot program that allows retailers to capture a full return on their profit margin, the first program of its kind in the diamond industry.

The facilitated e-commerce program provides the flexibility for authorized partners to be wherever the De Beers Forevermark customer shops, whether online or in store. While increasing numbers of consumers are starting their jewelry shopping online, only seven-percent of diamond jewelry acquisitions are purely online, with no in-store visit. Brick-and-mortar continues to remain the most essential stage of the customer buying journey.

De Beers Forevermark e-commerce allows retailers to exponentially grow their range of designs and sizes to match the full product offer on Forevermark.com. Customers pulled into store through an online purchase allow the De Beers Forevermark retailer to act as the showroom and a useful resource for supplemental services.

De Beers Forevermark US President Charles Stanley said in address at the De Beers Forevermark Forum, “The dynamics of buying jewelry have changed. De Beers Forevermark offers its authorized partners tools to stay ahead of the curve, through a unique value-driving proposition, evolved marketing and public relations campaigns, proprietary insight into this changing landscape through extensive research, and now e-commerce.  Together we are breaking the notion that consumers buy online for price. E-commerce is the next step in our endeavor to bring profit back to independent jewelers and create value to consumers – keeping the diamond dream alive.”