JOHANNESBURG (miningweekly.com) – De Beers’ diamond brand Forevermark would enter the UK and Ireland markets later this year.
The company appointed Crossworks Manufacturing as its licensee partner and would work with a select number of retailers to bring Forevermark diamonds to the region.
“London is home to Forevermark’s global headquarters so this is a very important launch for us. Although only six years old, Forevermark is already well established as one of the world’s leading diamond brands available in over 1 300 high-end retail stores in 29 markets around the world. We are delighted that the UK and Ireland will soon be joining us on this incredible journey,” Forevermark CEO Stephen Lussier commented in a statement.
Crossworks was confident that the brand would be a well-suited addition to the UK and Irish markets.
“Forevermark provides retailers with the opportunity to differentiate their solitaire product ranges from the price orientated and online competitors and, in all global markets, has demonstrated the ability to engage consumers, improve margins and address consumer confidence issues around synthetics, treatments, responsible sourcing and integrity in grading,” Lussier noted.
The UK and Ireland would be the first market in Western Europe to sell Forevermark diamonds, following the successful entry of the brand into Asia, North America, the Middle East, Australia and Turkey.