De Beers’ Forevermark continues to grow in 2010


Forevermark celebrates successful expansion in three regions this year

Forevermark, the diamond brand from the De Beers group of companies has reported a year of unprecedented growth with the brand fully establishing itself in China, Hong Kong and Japan this so far year.

The expansion has seen the company reach over $200million of retail sales this October, just two years after launch. Forevermark is now available from over 300 doors across these three launch markets, a 25% increase on the beginning of the year. Expansion, particularly across China is progressing rapidly with five new cities added this year and further locations planned for 2011.

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The De Beers offshoot has also recently announced planned growth into Singapore, the Caribbean and Mexico through exclusive partnerships with retailers Lee Hwa Jewellers and Diamonds International respectively. In December, Forevermark will also add India to its core market list, launching with selected retail partners in Bangalore, to be followed by Mumbai, Delhi, Chennai, Hyderabad and Kolkata.

Forevermark’s iconic collections; the Forevermark Setting™ and the Forevermark Encordia™ collection have performed consistently well this year with consumer awareness and demand continuing to rise. The Forevermark Encordia™ collection is being supported by a Limited Edition, necklace at the end of this year, perfect for the gifting season. The necklace is the subject of a fully integrated marketing campaign featuring ‘ways to wear it’ recommendations from renowned stylists and a tailored, interactive microsite for consumers.

CEO Forevermark, Stephen Lussier says, “Despite launching during a period of considerable economic uncertainty, we have been consistently impressed by Forevermark’s success and achievements. We have seen both consumers and our partner retailers embrace the brand’s values of quality and integrity, values we foresee becoming only more important in this new era of ‘considered luxury’. We are now particularly excited about 2011 as a year of further growth for the brand, both in our existing, and new diamond jewellery markets.”

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