The De Beers Group of Companies has announced the official launch of its wholly owned diamond jewellery brand, Forevermark, in the UK with Theo Fennell, Pressleys, Eric N. Smith, Dipples Jewellers and Peter Jackson the Jeweller representing the brand’s first UK retail partners. 

Forevermark generated sales over $750m in 2014 and is currently available in 1,600 stores across 34 markets. This is the first time the brand has made a significant push into the UK.

First piloted in Hong Kong in 2004, Forevermark offers consumers a wide selection of diamond jewellery pieces, including pink and yellow diamonds, from affordable engagement rings and earrings to more statement red carpet designs.


The brand promotes itself as ‘beautiful, rare and responsibly sourced’ and includes a Forevermark icon and identification number inscribed on each diamond – something which can only be seen under a microscope. As a result of this, Forevermark does not offer diamonds with a weight of less than .14ct.

Forevermark has no stand-alone stores and works on a collaborative retail partner model, encouraging companies to use Forevermark diamonds in their own designs or buy into the brand’s ready-to-wear ranges.

Authorised Forevermark jewellers are also able to supply a Forevermark Diamond Grading Report to their customers, including an accurate blueprint of the cut, colour, clarity and carat of each diamond. Grading is conducted at the company’s Diamond Institute in Antwerp.

Currently, China, America, India and Japan are some of Forevermark’s strongest markets, with roughly 75% of Chinese customers aware of the brand. Turkey has also proven successful since the brand launched there in 2014.

Now, Forevermark aims to be the world’s biggest diamond brand working through a licensee model; capitalising on the fact that, in the United States, customers are five times more likely to buy a diamond that’s branded compared to ten years ago.