De Beers Group Marketing said Tuesday that it will be changing its name. Beginning Thursday, it will be known as Forevermark.

De Beers said this change reinforces the company’s focus on Forevermark which it plans to build into one of the world’s leading diamond brands. 

The name-change will be applied initially to De Beers Group Marketing headquarters, as well as its grading and inscribing facilities in England and Belgium. This will be followed by the company’s offices in Hong Kong, China, India, Japan and Taiwan before the end of the year. Marketing activity in the United States remains unaffected.

“This change is reflective of our long-term commitment, enthusiasm and determined vision for Forevermark which has the goal to become one of the world’s leading diamond brands,” said Francois Delage Forevermark chief executive officer.

JCK