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Forevermark expands into UK and Ireland

July 15, 2014


Forevermark, the diamond brand from De Beers, is expanding into the United Kingdom and Ireland later this year. The six-year-old brand currently has a presence in 29 markets worldwide.

London--De Beers will begin selling Forevermark in the United Kingdom and Ireland this fall through an exclusive licensee partnership with sightholder Crossworks Manufacturing Ltd., which also launched the brand in Canada and Australia.

The U.K. and Ireland will be the first markets in western Europe to sell Forevermark, De Beers’ line of branded diamonds and jewelry, and the company will work with select retailers to carry its pieces.

To date, Forevermark jewelry is available in Asia, North America, the Middle East, Australia and Turkey, in more than 1,300 stores. 

“Forevermark provides retailers with the opportunity to differentiate their solitaire product ranges from the price-oriented 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,” Forevermark CEO Stephen Lussier said.

In addition to this expansion news, Lussier announced previously that a second Forevermark grading facility is being built in the Indian city of Surat, a major diamond cutting and polishing center. The brand’s diamonds currently are graded at a single facility in Antwerp.

RELATED CONTENT: GIA, Forevermark eye Surat for new labs

The news came as part of his “Nurturing the Diamond Dream” speech, given during market week in Las Vegas.