By Brecken Branstrator
On May 2, Zen Diamond held an event to celebrate Forevermark’s launch in Turkey. Pictured here is Zen Diamond Chairman Emil Güzeliş, his wife Şükran Güzeliş and Forevermark CEO Stephen Lussier.
London--De Beers’ diamond brand Forevermark is expanding into Turkey through a partnership with a local licensee, Zen Diamond.

Beginning this month, Forevermark diamonds will be available exclusively in 25 Zen Diamond stores in Istanbul, Antalya, Ankara, Samsun and Mersin.

A Forevermark spokesperson told National Jeweler Friday that this is a long-term partnership with Zen Diamond. Following the initial 25 stores, the company plans to continue expanding the brand through Zen Diamond outlets in Turkey later this year and beyond.  

Forevermark diamonds will be available in a variety of designs, including the Cornerstones and Forevermark Setting collections, as well as Zen Diamond’s own diamond jewelry designs.

To mark the brand’s entry into the new market, Zen Diamond hosted an event at the Salt Galata exhibition space in Istanbul on May 2.

Speaking at the event was Forevermark CEO Stephen Lussier, who said, “We only work with partners of the highest caliber. Zen Diamond shares our passion for beautiful, rare and responsibly sourced diamonds and are committed to building the Forevermark brand in Turkey. We are delighted to have them on board and look forward to introducing Forevermark into this exciting market with them.”

He added that the company expects the brand to be well received by the consumers of Turkey.

Forevermark’s launch in Turkey follows the brand’s expansion across Asia, North America, the Middle East, southern Africa and, more recently, Australia.

There are currently more than 1,320 retail outlets selling Forevermark diamonds. The brand also recently inscribed its 1 millionth diamond.

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