India shining, says De Beers

De Beers, the South African diamond giant, is expecting India to account for 11 per cent

of the global consumer market for diamonds by 2016 up from 7 per cent in 2009. With this in view, the company launched its brand Forevermark in Bangalore in January 2011 and then expanded into Mumbai and Delhi. Now, Forevermark is planning to expand into more Indian cities and across the US by the end of 2011. The brand will drive growth in its core retail markets of China, Hong Kong and Japan as well. In Bangalore, Forevermark is available with Abaran, C. Krishniah Chetty & Sons and Joyalukka’s. By the end of 2011 it will go to Chennai, Hyderabad and Kolkata.

De Beers launched Forevermark in May 2008. Forevermark diamonds come from a small number of carefully selected mines that are committed to the highest business, social and environmental standards. The diamonds are graded at Antwerp. Less than one per cent of the world’s diamonds are eligible to be inscribed as Forevermark, making them truly rare. Each one must be at least 0.14 carats in size; of a clarity standard SI2 or above; of a Very Good cut or higher; and color L or higher. Forevermark aims to offer Indian diamond purchasers quality, integrity and inspiration.