The Diamond Trading Company (DTC) officially launched the pilot for its Forevermark Monday in Hong Kong, an inscription that guarantees the diamond is genuine, natural, and has not been altered or treated by any artificial means.

Using proprietary technology, select diamonds of 0.30 cts. and above are inscribed with the DTC’s trademarked Forevermark icon and an individual identification number. The actual size of the mark is 1/20th of a micron deep (or 1/500th the thickness of a human hair) and can only be seen with a special DTC Forevermark viewer. A certificate of authenticity accompanies each Forevermarked diamond.

“We believe that the DTC Forevermark has a very important role in building and sustaining consumer confidence in natural diamonds. This is revealed by extensive consumer research to be a critical factor in the diamond purchasing process,” said Nicky Oppenheimer, chairman of the De Beers Group. “The Forevermark aligns with our long-term strategic objectives in that it provides consumers and jewelers with a simple, secure and cost-effective way to identify a genuine, natural, untreated, ethically sourced and exceptionally crafted diamond.”

The jewellery collections currently adorned with Forevermarked diamonds are, for the most part, solitaire designs.

The official launch was preceded by a marketing campaign, encompassing advertising, marketing communications, public relations, and in-store promotions, aimed at raising consumer awareness of the Forevermark and its meaning.

DTC Forevermarked diamonds have been available for sale since Sept. 1 at six authorized jewellers in Hong Kong: Chopard, Chow Sang Sang, Chow Tai Fook, Just Diamond, Larry Jewelry, and Luk Fook, with cumulative coverage of approximately 100 retail outlets. Supplying these six jewellers are nine DTC Sightholders: A. Dalumi Diamonds, Chow Tai Fook, EMA Diamond Manufacturing, Eurostar Diamond Holding, Julius Klein Diamonds, Karp Impex, Louis Glick & Company, Rosy Blue and Taché Company.

JCK