The “Forevermark” seems to be assuming a greater and greater importance in De Beers-land. An alert correspondent noted some interesting points in this release, about the 42-carat Forevermarked stone Rosy Blue is displaying in Basel:
– First, these sentences: “De Beers Group Marketing focuses on three core activities. The division’s main mission is to build and develop the FOREVERMARK.”
So the Forevermark is now the main mission of De Beers marketing? Wow.
– There is also this: “FOREVERMARK currently is only available at exclusive retailers in Hong Kong, Japan, China and India.”
That’s basically every place where De Beers actively markets, except, of course, for the U.S. And we all know why they aren’t doing it here. Yet.
The release says that each Forevermarked stone is “genuine, natural and untreated,” and since the inscription is “invisible to the naked eye” it is “the diamond owner’s secret.” (Kind of an odd angle to take.) Some sightholders are convinced that De Beers will have to open up a lab to expand what the Forevermark stands for. Not everyone associated with the DTC agrees with that, however; it would certainly shake things up.
From everything I’ve heard, the Mark so far is only a big success in Hong Kong. Still, it’s early for the other markets. And clearly something big is brewing …