Now and Forevermark The long-awaited Forevermark—the new laser-inscribed diamond brand from the De Beers Group—has finally arrived stateside. Representing less than 1 percent of all graded diamonds, a Forevermark promotes stones—available only in a range of preapproved cuts, colors, and qualities—that have been brought from mine to market through a secure supply chain. But beyond the ability to offer assurances of integrity, what do retailers stand to gain by signing up for De Beers’ bold new venture? There’s an exact answer to that question, according to Charles Stanley, president of Forevermark US: about 10 percent in margin. He contends that in-­market experience from Asia points to a 10 percent to 15 percent premium that is more than achievable in the United States. “It gives [consumers] a clear choice and takes away the angst involved in a major investment.”