The diamond brand from the De Beers Group, Forvermark always collaborates with cross-industry artists to innovate exclusive pieces and market them with inspirational emotions. Aiming to push the brand strategically to a new height, Forevermark also keeps stressing the innovation of both commercial and non-commercial lines.
Recently, Forevermark announced its artistic partnership with fashion designer Gareth Pugh and royal ballet prodigy Liam Scarlett, highlighted its Promise Campaign which was first launched in 2010, stating that all promises should be as unbreakable as Forevermark’s promise that its diamonds are beautiful, rare and responsibly sourced.
Gareth Pugh designed a new diamond piece containing over 90 Forevermark diamonds inspired by his visit to one of Forevermark’s authorized diamond mines in South Africa and DTC Botswana’s diamond sorting process. According to Pugh, the design paradox lies upon the use of Forevermark’s diamonds, billions of years old, set within a stainless steel necklace base, built with digital body-mapping and 3D printing, the completely new technology.
“It is a conceptual design illustrating Forevermark’s promises through Pugh’s interpretation,” said Nancy Liu, president of Greater China for Forevermark Diamonds in an interview with Hong Kong Jewellery. “By building brand affinity via aspirational brand positioning and inspirational emotive marketing, we hope that Forevermark brand stands for something unique and compelling in the minds of consumers,” she added.
Meanwhile, collaborating with Liam Scarlett, Forevermark launched an original piece of choreography which was created to celebrate the brand’s symbol of authenticity. “Ballet as the pinnacle of dancing perfection is an absolute representation of Forevermark diamond. In creating this piece, we want to bring our brand promise to life, also giving our consumers something remarkable to enjoy,” said Liu.
Currently, Forevermark presents in more than 60 retail doors in Hong Kong and in approximately 30 cities in China partnering with jewellers such as CHJ Jewellery, Chow Tai Fook Jewellery Group, Caibai Jewellery, etc.
Liu also mentioned the brand’s development in Greater China that instead of seeking new partners, we grow Forevermark business by continuing the partnership with the major retailers. By the end of 2013, we expect a double digit growth in sales volume. I believe, China will continue to be a strong emerging market for Forevermark.”
“In the end of 2012, the Greater China market was approximately 12 percent of Forevermark’s global values. We project that by 2016, this market will account for approximately 20 percent of our global volumes. In Mainland China, there will be a big growth in tier-two and three cities over the next three years. The non-bridal market will continue its growth because people purchase diamonds for different occasions and reasons. ” she added.
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