The range was launched in Bangalore on Friday, after which, it will be launched in Mumbai, Delhi, Chennai, Hyderabad and Kolkata in the next one year or so.
Since Forevermark always works in partnership with carefully selected local jewellers, in Bangalore its diamonds will be available across jewellery counters of C Krishniah Chetty & Sons, Abaran and Joyallukas to begin with. Forevermark diamonds, which are the world’s most carefully selected diamonds, bear a unique number inscription. It promises that the particular diamond has been carefully selected to meet Forevermark’s high standards of quality and integrity.
Talking to Deccan Herald, Forevermark global CEO Stephen Lussier said, “Forevermark is a diamond brand that will offer today’s Indian diamond purchasers, quality, integrity and inspiration. We’re glad to be able to introduce what we believe will become the ultimate diamond brand, to the Indian market.”
Invisible to the naked eye, the unique inscription on a Forevermark diamond can be seen using a special ‘Forevermark Viewer’ which will be available only in authorised Forevermark Jewellers. A personalised Forevermark identification card will be issued with each and every diamond, the company said.
Globally launched only two years ago, De Beers has seen quick success of its branded diamonds. Available in China, Hong Kong and Japan, the brand has now expanded into 350 outlets, sold 1,00,000 pieces and achieved more than $200 million in retail sales.
Explaining Forevermark’s foray into India ahead of many richer countries, Lussier said, “India is the world’s fifth largest diamond market and growing fast. According to estimates, retail diamond sales in India have grown at the rate of 25 per cent each year in the last three years.”
For an aspirational product like diamond, a hallmark of quality will add to its value since less than 1 per cent of the world’s diamonds are eligible to become a Forevermark diamond starting from 14 points in size. C Krishniah Chetty & Sons Managing Director C Vinod Hayagriv said, “Forevermark diamonds not only give assurances of quality, but also assurances of integrity.”
To ensure consistent quality only a select group of master diamantaires, sitting at De Beers facility at Antwerp, Belgium are eligible to cut and polish Forevermark diamonds.