The Forevermark, the De Beers diamond “brand” that
is inscribed on the stone’s table, is coming to the United States, the company
confirmed to JCK.
Charles Stanley, a veteran of De Beers, De Beers Diamond
Jewellers, and Harry Winston, has been brought on as a “consultant to
Forevermark as we explore the best way in which to launch the brand in the U.S.,” says De Beers
spokeswoman Lynette Gould.
“As the U.S. accounts for the majority of diamond sales
globally, we are taking initial steps towards exploring how best to launch the Forevermark
brand there,” Gould said. “We know what we want to do, we are just figuring out
how to do it.”
No timetable was given for the Forevermark’s American
launch. But it will not impact De Beers’ other “brand” in the U.S., the
Everlon Diamond Knot, Gould said.
The brand “is also
considering entry into a number of other exciting diamond retail markets
globally and are looking forward to an exciting year of growth in 2011,” Gould said. “You’ll have seen of course recent announcements about Forevermark rapidly
expanding into new markets worldwide including Singapore, India, Caribbean and