Stephen Lussier, chief executive officer, Forevermark.

Forevermark is poised and ready to pounce on the UK market, having already enjoyed a fabulous rise to prominence around the world, culminating in $750 million worth of retail sales across 1,600 stores in 32 markets.

As  chief executive officer Stephen Lussier explains: “In only a few short years, Forevermark has become a leading international diamond brand thanks to the effort we have put into sourcing and selecting the best diamonds. Less than one per cent of the world’s diamonds are eligible to become a Forevermark diamond and be inscribed.”

In recent months, Stephen and his team celebrated reaching the one million inscribed diamonds milestone — a testament to the brand’s appeal among international consumers. He notes: “The fact that every inscription number is unique and always identifi able as your own adds to the allure of the brand.”


Looking ahead, Stephen will focus on building Forevermark into a leading global brand as part of the De Beers Group’s “long-term strategy of maintaining consumer desire for diamonds and fair margins for retailers”. He continues: “Consumers’ desire for diamonds is the only true source of value in the diamond industry, so their confi dence in their purchases is vitally important to our future success. I am confi dent that the exceptional quality of our diamonds will also contribute to sustaining a fair margin for retailers by helping them offer a differentiated product in the face of commoditised discount competition.”