Forevermark rechristened as De Beers Forevermark

he name change will apply across all the Forevermark channels.

Hyderabad: De Beers, the diamond company, at its 10th annual forum, announced the renaming of Forevermark as De Beers Forevermark. The name change will apply across all the Forevermark channels.

Additionally, the jewellery house has released its new De Beers Forevermark Diamond Jewellery Verification Report that will authenticate the entire product and not just the diamond a consumer purchases.

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Nancy Liu, CEO, De Beers Forevermark said, “Over the past decade, we have seen the evolution and development of the diamond industry, along with shifting consumer behaviours. Consumers are increasingly demanding that the brands they purchase reflect their values and inspire trust.”

Adding to its portfolio of designs De Beers Forevermark launched its latest fine jewellery collection, Forevermark Avaanti. Displaying the latest technologies in retail to its partners, the jewellery house also presented its new virtual store, which will provide consumers with an exclusive first look at the Forevermark Avaanti collection ahead of its launch in India on 10th September.

Attendees at the forum were introduced to De Beers’ new source programme, Code of Origin. In India, the Code of Origin programme will cover a range of diamonds from 0.08 carats and below. Each piece of jewellery that is accompanied by a Code of Origin certificate provides the consumer with the assurance that the diamonds contained within it are natural and conflict free, and were discovered by De Beers in Botswana, Canada, Namibia, or South Africa.

The event also saw Okavango Eternal, a strategic partnership between De Beers and National Geographic to address one of the most critical conservation challenges in Africa: protecting the source waters of the Okavango Delta and the lives and livelihoods they support.

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