Chennai, 26th August 2021 – De Beers, the world’s leading diamond company has made several exciting and significant announcements at its 10th annual forum held over the last three days. The announcements include – the De Beers Forevermark rebrand, the launch of the Forevermark Avaanti collection, the new Code of Origin programme and new partnership with National Geographic. Hosting a hybrid virtual and in person event, the diamond brand reached out to over 8 lakhs partners, diamantaires, manufacturers and patrons.
This year’s theme,‘Make Life Brilliant’ reflects De Beers’ purpose and belief that its diamonds have the power to Make Life Brilliant for its customers, communities and the planet, from its commitment to Building Forever and its bold and ambitious 2030 sustainability goals to its timeless jewellery designs.
During the event, De Beers announced that Forevermark™ will be renamed De Beers Forevermark. The name change, is part of De Beers’ wider brand transformation, 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, will create a closer connection between Forevermark and the iconic De Beers brand, De Beers Group’s Building Forever sustainability commitments, and the company’s more than 130 years of diamond expertise. The name change will also deliver important benefits for retail partners, enabling greater storytelling about the positive impact De Beers Forevermark diamonds support throughout the value chain. The name change will apply across all the Forevermark channels, with guests having the opportunity to experience the new De Beers Forevermark brand environment. Additionally, the jewellery house has released its new De Beers Forevermark Diamond Jewellery Verification Report that will authenticate the entire product and not just the diamond a consumer purchases.
Nancy Liu, CEO, De Beers Forevermark said, “We are delighted to welcome our partners to our 10th De Beers Forevermark forum. Over the past decade, we have seen the evolution and development of the diamond industry, along with shifting consumer behaviours. Consumers are increasingly demanding that the brands they purchase reflect their values and inspire trust. A Forevermark diamond has always stood for the highest standards of beauty and responsible sourcing and by aligning Forevermark more closely with the De Beers name, we can directly connect the Forevermark promise with the values and expertise signified by De Beers.”