De Beers brand to land in autumn, working with independent retailers.
The De Beers Group of Companies has today announced the launch of its Forevermark diamond jewellery brand in the UK and Ireland this autumn.
The De Beers Group has appointed Crossworks Manufacturing Ltd, "a 21st century manufacturer who blends age-old knowledge with technology to develop proprietary diamond brands", as the only licensee partner for Forevermark in the UK and Ireland. It is understood that Crossworks will be targeting a group of specially-selected independent retailers.
Forevermark chief executive Stephen Lussier said of its move into the UK: “London is home to Forevermark’s global headquarters so this is a very important launch for us. Although only six years old, Forevermark is already well established as one of the world’s leading diamond brands available in over 1,300 high end retail stores in 29 markets around the world. We are delighted that the UK and Ireland will soon be joining us on this incredible journey.”
Crossworks and Forevermark have so far launched the brand in Australia and Canada and are confident that Forevermark and its "unique promise of beautiful, rare and responsibly sourced diamonds" will also be an exceptional addition to the UK and Irish markets.
Crossworks group executive of marketing and external relations Dylan Dix, said: “We look forward to working with leading retailers to introduce the world’s most carefully selected diamonds here, inspiring them to craft beautiful diamond jewellery that consumers will be proud to own and wear.”
The UK and Ireland will be the first market in Western Europe to sell Forevermark diamonds. It follows expansion and a growing international following in Asia, North America, the Middle East, Australia and Turkey.
Lussier adds: “Forevermark provides retailers with the opportunity to differentiate their solitaire product ranges from the price orientated and online competitors and in all global markets has demonstrated the ability to engage consumers, improve margins and address consumer confidence issues around synthetics, treatments, responsible sourcing and integrity in grading.”