Forevermark - Black Label

De Beers’ diamond brand, Forevermark, has indicated it wants to expand further through its licensee model in Western Europe, as it announces entering its 2000th retail store.

CEO Stephen Lussier expressed a desire to grow the firm’s network following the opening of the Zen Diamond Anatolium in Turkey.

It builds on a strong year last year which saw a 14% increase in door numbers, the expansion into Hungarian, South Korean and Thai markets and a 21% increase in inscription numbers.


The announcement comes as the brand expects to inscribe its two millionth diamond this year.

The company hopes these figures demonstrate its position as one of the world’s fastest-growing diamond brands and the growing demand for the stones.

Lussier said: “Opening our 2000th global retail around eight years after launching the brand is an amazing achievement. We will continue to invest significantly in the brand to support its fast growth.

“In 2017 we will inscribe our two millionth Forevermark diamond, highlighting just how strong demand is for diamond jewellery that’s not only beautiful and individual, but also responsibly sourced. Meanwhile, we will also expand further through our licensee model in Western Europe and Asia in 2017, meaning that the Forevermark promise will reach even more consumers around the world.”