De Beers’ Forevermark launched in India

The De Beers Group has launched its Forevermark branded

diamonds with select retail partners, i.e. Abaran, C Krishnaiah Chetty & Sons and Joyalukkas. The Forevermark diamond brand assures consumers that a number of criteria have been strictly adhered to. Each diamond is inscribed with a number using proprietary De Beers technology that enables an inscription just 1/20th of a micron deep that is invisible to the naked eye and does not alter the diamond’s clarity. This popular diamond mark has already sold $200 million through retail in China, Hong Kong and Japan. Today, Forevermark diamonds are available across 350 retail outlets across the globe, and India which consumes approximately 7 per cent of international diamonds was the obvious next choice for retailing for the brand.

According to Forevermark CEO Stephen Lussier, Indian demand for diamonds is expected to grow to 11 per cent in 2016. Looking at their experience in other markets and the basic growth for the industry in India, they are confident of the returns. They have plans of being present across 35 cities in the next five years in partnership with leading jewelers. Lussier says they expect pieces to be priced upwards of around Rs 30,000.

Forevermark is also very enthusiastic about the Indian bridal market which has shown a departure from volumes of gold jewelry and movement towards diamonds. From the engagement ring to the bridal trousseau sets, Forevermark is confident of making inroads.