De Beers’ Forevermark expands into new markets

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Diamond brand moves into Singapore, Mexico and India by end of 2010.

De Beers’ new diamond brand Forevermark is set to expand into a number of new markets by the end of the year.

Regions the brand is looking to move into include Singapore, the Caribbean, Mexico and India.

Forevermark achieved $150 million in retail sales in its first 18 months and is currently sold in 294 outlets across Asia.

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In Singapore, Forevermark will be available from Aspial and Lee Hwa stores, with Diamonds International exclusively stocking the brand in the Caribbean and Mexico across seven of its outlets.

Forevermark chief executive Stephen Lussier said: “We launched Forevermark little more than two years ago with the goal of becoming the world’s leading diamond brand. We wanted to develop a brand that not only defines quality and integrity within the diamond industry, but that also inspires leading independent jewellery manufacturers and retailers to create precious and exciting diamond jewellery. We believe that growing into these new and vibrant markets is bringing us closer to realising that goal.”

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