National Jeweler Network

Market Developments

De Beers’ Forevermark expands into Australia

December 04, 2013

London--Australian jewelry retailer Mazzucchelli’s is now an exclusive authorized jeweler of De Beers’ Forevermark brand in central, southern and western Australia and in the country’s most densely populated state, Victoria.

Joining Mazzucchelli’s as Forevermark retailers in the country are Diamonds International, Musson Jewellers and Percy Marks, which collectively operate stores in Brisbane, Sydney and nearby cities as part of an existing partnership with Canada-based Forevermark diamantaire Crossworks Manufacturing.

The brand’s Australian retailers will launch “The Centre of My Universe” collection in time for the holidays, Forevermark said.

Launched in the United States at the Las Vegas shows in 2012, the Center of My Universe is the collection that features a diamond solitaire surrounded by a halo of pavé-set diamonds.

The marketing supporting the collection focuses on the woman as the center of the family unit. It includes rings, pendants and stud earrings in 18-karat white and yellow gold.

De Beers first launched Forevermark, its diamond brand that it touts as being traceable from mine to market, in Asian markets in 2008. The brand became available to U.S. retailers in 2011 after first being sold in the Caribbean and Mexico.