Forevermark Opens Its First U.S. Store, in the Bay Area

Forevermark, the De Beers–owned diamond jewelry brand, opened its first U.S. boutique on Friday in Walnut Creek, Calif., an affluent suburb of San Francisco.

The boutique is a partnership with Bay Area–based Padis Jewelry, a four-store independent fine jewelry retail business owned by the Padis family. Padis Jewelry has been an authorized Forevermark dealer since 2012. The partnership feels much like the one Rolex entered into with another California jewelry retailer, Fourtané, which opened (and runs) a Rolex-branded boutique in Carmel-by-the-Sea last year.

The new store is located inside outdoor shopping center Broadway Plaza, a location that felt ideal to co-owner Judy Padis: “When thinking about a location for this first Forevermark store, Walnut Creek was our top choice,” she said in a statement, adding that the shopping center “is at the cutting edge of what is happening in retail today, which is experience, and that is what Forevermark is all about.”

Forevermark store Walnut Creek
Inside the first U.S. Forevermark store in Walnut Creek, Calif.

The shop hosted a weekend-long opening celebration last week that offered shoppers complimentary manicures and a daily champagne happy hour. A portion of all sales from Forevermark’s grand opening weekend were donated to the California Fire Foundation to support victims, firefighters, and communities affected by wildfires throughout California.

The boutique stocks Forevermark’s core range of diamond jewelry, of course. But for opening weekend it also showcased a selection of special pieces from the Forevermark Red Carpet collection—including the 7.78 carat Force of Nature ring, which features Forevermark’s two millionth inscribed diamond, and was worn by Emily Blunt when she won the award for Outstanding Performance by a Female Actor in a Supporting Role (for her work in A Quiet Place) at the 2019 Screen Actors Guild Awards.

Top: The ribbon cutting at Forevermark Walnut Creek, with (from left) Forevermark U.S. president Charles Stanley, Judy Padis, Steve Padis, and Alexis Padis (all photos courtesy of Forevermark)

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