30-06-2021
Forevermark, De Beers’ diamond jewellery brand, is renamed De Beers Forevermark to build a closer connection with the group, its sustainability commitments and expertise, announced De Beers on Monday.
The new name will start rolling out globally from July, “focused on connecting consumers to the significant social, environmental and responsible sourcing benefits the company creates for the people and places where it discovers diamonds”.
The group believes the name change will benefit De Beers Forevermark’s retail partners who can now engage consumers by a greater story about the positive impact the brand’s diamonds support throughout the value chain, including De Beers’ ‘2030 Building Forever’ commitments and the group’s unrivalled diamond knowledge.
Stephen Lussier, executive vice-president, consumer markets and chairman of Forevermark and De Beers Jewellers, said: “A Forevermark diamond has always stood for the highest standards of beauty and responsible sourcing, and now consumers and retail partners alike will be able to directly connect the Forevermark promise with the values and expertise signified by De Beers. This includes the enormous social and environmental benefit that our business creates, our leadership in responsible and ethical sourcing, and our more than 130 years of unrivalled diamond knowledge and expertise. Aligning Forevermark more closely with the De Beers name will support our efforts to provide consumers with diamonds and diamond jewellery they can be proud to give and wear.”
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