Forevermark Diamonds (Est. 2008) In 2008, Forevermark became the second of the two diamond brands from The De Beers Group of Companies. According to the De Beers’ website, “Each Forevermark diamond is inscribed with a promise: that it is beautiful, rare and responsibly sourced.”
Forevermark diamonds are inscribed with an icon and unique identification number, invisible to the naked eye and 1/20th of a micron deep. This inscription keeps Forevermark diamonds distinguishable from synthetic diamonds (similar to mined diamonds) and continue to the mined diamond’s scarcity. The Forevermark website says that only a tiny percentage of diamonds qualify for the Forevermark brand.
Forevermark diamonds are hand-selected for their beauty and rarity, and each is genuine, untreated, and natural. As part of the De Beers Group of Companies, Forevermark benefits from over 125 years of diamond expertise. Experts at the Forevermark Diamond Institute carefully inspect every diamond to hand-pick only those diamonds that are truly beautiful.
From the outset, each Forevermark diamond must pass stringent tests. Rough diamonds are only sourced from a handful of selected mines that are required to uphold high business, social and environmental standards. The same high standards of integrity are continued throughout the entire journey of a Forevermark diamond from rough to polished state.
During every step of its journey, a Forevermark diamond adheres to strict criteria with master craftsmen and experienced experts to i8nsure that only the most beautiful diamonds are chosen to be inscribed as Forevermark.
In its rough form, the diamond is carefully selected by experienced diamond sorters who review the diamonds’ color, shapes, and sizes. The diamond sorters assess the distinct characteristics of each rough diamond to determine those with potential Forevermark quality.
Forevermark picks only the very highest in cut criteria and its standards demand that each diamond is cut and polished to the highest quality intending to make each a masterpiece.
Once the diamond has been polished, it is evaluated and graded against a set of standards so it can be classified among other diamonds.
A polished diamond is then sent to the Forevermark Diamond Institute, where masters in the art of selection scrupulously verify that each diamond meets Forevermark’s quality criteria. Expert graders draw on proprietary, state-of-the-art technologies and years of experience to examine each diamond to hand-select only the most beautiful.
Each diamond goes through, at minimum, a seventeen-step process. The diamond is thoroughly checked and rigorously examined by expert graders for flaws or imperfections that will impact its beauty. The diamonds are also scanned by proprietary machines to check for their authenticity, carat weight, and symmetry. They are then hand examined once again for color categorization and inclusions, or flaws visible to the naked eye.
Forevermark inscribed diamonds must be completely natural, and must have close to perfectly polished tables – this is where the inscription is placed. Out of all of the diamonds in the world, less than 1% qualify to become Forevermark diamonds.
A Forevermark Grading Report, produced by expert Gemologists, comes with diamonds over half a carat, and can be requested for smaller diamonds above 10 points. The report features the unique identification number inscribed on the diamond, a bespoke security hologram, and an accurate blueprint of the Cut, Color, Clarity, and Carat of each diamond.
Every Forevermark diamond is given an inscription that is invisible to the naked eye. This inscription includes the Forevermark icon and the diamond’s own, unique number. The inscription is 1/5,000th the depth of a human hair and is placed on the table facet of the diamond, using confidential, proprietary technology developed by The De Beers Group.
The Forevermark Design and Innovation Center is a creative hub which develops Forevermark jewelry designs. Located in Milan, the FD&I consists of a group of designers who conceptualize and create jewelry to celebrate the beauty of Forevermark diamonds.
Among the lines offered by the brand is the Forevermark Tribute Collection that celebrates the unique woman who wears it. Pieces can be worn stacked or layered to reflect individual style and character. When combined, the look features multiple diamonds that pay tribute to the wearer’s qualities.
The Forevermark Alchemy Collection by Jade Trau is a collaboration by a featured designer for Forevermark who is a fifth generation diamantaire. Jade Trau intrinsically understands how to design jewelry that best showcases a diamond’s brilliance. It is Jade’s intention to design a collection that bonds a diamond to its wearer.
This collection transforms four classic diamond shapes into meaningful archetypes. The emerald shape reflects the woman who is bold, determined and genuine. The round diamond represents a woman who is classic, gracious, and loyal. The pear-shaped diamond symbolizes a creative, intuitive, and compassionate woman. Finally, the marquise shape personifies a woman who is adventurous, independent and spirited. Jade believes that each archetype gives a woman the ability to utilize her own creativity to combine the pieces into a combination that speaks to her individuality.
In the wedding category, beautiful two stone diamond designs meaningfully represent the dual nature of a couple’s bond. The Two Stone Diamond Jewelry Collection is an array of two stone diamond rings, pendants, bangles and earrings that feature two equally rare and beautiful Forevermark diamonds.
The Forevermark Black Label Collection includes five shapes, each cut with supreme symmetry to unleash the brilliance of Forevermark diamonds. Available in round, square, cushion, oval and heart shapes, the Black Label Collection is one of the most exclusive collections of diamond cuts ever conceived.
Starring a Forevermark solitaire diamond surrounded by a delicate pavé setting, The Center of My Universe Collection is designed to embody the woman who is the central force in a couple’s universe. The central diamond is encircled by a halo of pavé-set diamonds. At the core of the design lies a Forevermark diamond that is beautiful, rare, and that symbolizes the enduring beauty, integrity and uniqueness of the woman who wears it.
Inspired by the shape of the Forevermark icon, the Forevermark Setting Collection is the ultimate in simple, classic elegance. The four-pronged mount delicately cradles the diamond at its center in a design specifically fashioned to allow maximum light through the diamond’s facets and to create its sparkle.
The Forevermark Golden Diamonds Collection consists of handmade rings and pendants set in platinum and 18k gold, with 22k gold accents and that features Forevermark Golden Diamonds of a half carat and up. The collection mostly contains radiant and cushion shapes, from Light Yellow to Fancy Vivid Yellow. Forevermark Golden Diamonds must meet the Forevermark Diamond Institute’s stringent standards for beauty. Each piece is tailor made based on the unique features of the center diamond, and no two items are alike, making each piece one-of-a-kind.
Forevermark Golden Diamonds are handcrafted by the Dalumi Group, an Authorized Forevermark Diamantaire and Manufacturer. Established in 1960, with offices in the US, Asia and Europe, the Dalumi Group is a leading diamond and jewelry manufacturer.
A recent development is a new design collaboration between Forevermark and Devotion, a premium jeweler renowned for its luxurious designs. This exclusive collection features limited-edition bridal jewelry and fashion accessories featuring beautiful, rare, and responsibly sourced Forevermark diamonds.
Every Devotion piece is handcrafted in North America. It starts with a sketch by their expert jewelry designers and is then crafted and finished by their in-house master jewelers. Each design features carefully selected Forevermark diamonds in round, square or cushion shapes in the patented Devotion cut, with additional facets for extraordinary sparkle. The collection is available at select Forevermark Authorized Jewelers.
In a June 2018 article that was published by RapaportDiamonds.net, the site reported that De Beers is “… expanding its presence in stores that carry the Forevermark brand and improving its omni-channel offering to capitalize on the recent growth in online diamond-jewelry sales. The goal is for Forevermark to have a significant presence within its jewelers’ retail environments. The vision for the next five years is to roll out an in-store brand corner or a store-in-store zone at each of its retail partners even as jewelers can also opt to operate as a standalone Forevermark boutique.”
Forevermark’s renewed strategy includes improving its current online offerings with new options for consumers to book appointments with a retail partner, or have a “live chat” with a Forevermark representative. It’s designed to improve the online experience and drive traffic to a store locator.
The company is also giving consumers the opportunity to purchase Forevermark jewelry on its website with proceeds going to the nearest retail partner. It will be piloting the e-commerce platform with the Alchemy and Tribute collections for the 2018 holiday season. Meanwhile, De Beers will focus its holiday marketing on female self-purchasers for the second consecutive year before it shifts back to bridal in 2019.
Forevermark celebrates its 10th anniversary in 2018 with 2,250 retail partners across 26 countries. According to CEO Stephen Lussier, the brand’s sales grew 19% in 2017 and have increased another 28% so far in 2018.