US, China and Japan become key markets for De Beers diamond brand.
De Beers group of companies’ diamond brand Forevermark has reported a strong year of growth, expanding its retail stockists by 40% in 2013 with moves into new markets including Australia and Namibia.
In the main, the diamond brand’s growth was driven by increasing consumer demand in its core markets of China, the US, India and Japan.
Forevermark chief executive Stephen Lussier said: "The brand has performed exceptionally well in the last year. We are now fully established as a globally recognised brand with presence in over 1,300 retail outlets across 12 major markets.”
Since 2009, Forevermark has inscribed more than 870,000 diamonds with its logo and inscriptions.
“Our promise, underpinned by the individual inscription on every Forevermark diamond sets us apart. With Forevermark you get a beautiful diamond of exceptional quality from a brand with strong integrity values. These are assurances which we know today’s consumers are looking for,” Lussier added.
In the second half of 2013, Forevermark launched its fourth design collection, Cornerstones, which it says helped to drive significant sales for Forevermark partners during the end-of-year sales period.
The brand also collaborated with House of Waris founder, actor and designer Waris Ahluwalia, who created a collection for Forevermark in the US, inspired by a visit to Forevermark mines in South Africa.
Chow Tai Fook also introduced the latest Forevermark Swan Bridal Collection in Greater China, a collection that has quadrupled in sales figures since 2011.
Its diamond collections also won an amount of red carpet exposure, having been worn by the likes of Michelle Obama, Ziyi Zhang, Norah Jones, Jessica Chastain and Jennifer Garner in the past year.
Looking ahead, Lussier remains ambitious for the brand, stating: “We are excited about the year ahead; increasing distribution in our core markets and expanding into new markets remain our priorities. We are in very strong position to realise our goal to become the world’s leading diamond brand.”