Forevermark becomes official CMJ supplier


Partnership with De Beers brand opens up diamonds to retail members.

The Company of Master Jewellers (CMJ) has this weekend played host for the UK launch of De Beers Group diamond brand Forevermark, using its trade event as a launch pad for the brand, which has become an official CMJ supplier.

Forevermark announced its plans to enter the UK and Irish markets last month, selecting Crossworks Manufacturing Inc. as the only licensee partner to distribute the brand in the UK and Ireland.

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It has now used the CMJ trade event at the Hilton Metropole in Birmingham as a launch pad to work with a select number of retailers in the UK. CMJ chief executive Willie Hamilton said at his Networking Event on Sunday August 3 that it was an opportunity for CMJ retail members to “seize the moment” to take on the brand.

"I am not sure if anyone ever expected to see one of the world’s most prestigious jewellery brands become working partner with CMJ never mind us the CMJ Trade Event as a launch pad for their first ever Diamond Brand. After some tough negotiations on Thursday of this week, followed by some fleet of foot commitment we can introduce DeBeers Forevermark diamonds over the next two days.”

He continued: “Only 10 jewellers across the UK have been provided the opportunity to be introduced to the DeBeers Forevermark diamonds since its launch and those viewings have been conducted privately in the hallowed halls of the DeBeers offices in London. This is not a DeBeers Diamond Jewellery Brand but a DeBeers Diamond Brand. The DeBeers Forevermark diamond range can be purchased loose or within eloquent jewellery settings and designs."

Discussing the importance of the Forevermark brand in the UK market, Hamilton explained: “Less than one per cent of the world’s diamonds are eligible to become a Forevermark Diamond, and be inscribed with the microscopic Forevermark Icon and individual number. Invisible to the human eye, this inscription can be viewed through a special microscopic viewer and identifies the diamond as being of exceptional beauty and quality – De Beers stress that the qualities of a Forevermark diamond go beyond the traditional 4 Cs.”

De Beers Forevermark was launched in China in 2006, followed by launches in the United States, Japan, Australasia, Dubai, South Africa, Malaysia and India. Retailers stocking De Beers Forevermark will now benefit from a “prestigious point of difference from its competitors in the bridal market and better margins,” according to Hamilton.

He adds: "This is not for everyone, and indeed De Beers need to vet and approve each retail partner, just like Rolex and Patek, to ensure that you are the right fit. But if you are already a fine jeweller with an expertise in diamonds and want to develop your bridal segment, then Forevermark could be for you. De Beers are only looking for around 20 to 30 retail partners in the UK over the next few years, but demand is high and this is your chance, perhaps your only chance, to seize the moment and get Forevermark before your main competition.”

Canadian company Crossworks Manufacturing Inc. has been appointed as the only licensee partner for Forevermark in the UK, and is a member of the HRA Group of Companies and a De Beers Sightholder. The company has appointed Judith Lockwood as the sales director for Forevermark diamond brand in the UK.

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