De Beers Forevermark Diamonds Debuts in Canada
5/14/2012 4:14:23 AM Shira
Forevermark diamonds, the new diamond brand from the De Beers group, will be available for the first time in retail outlets in Canada. Representatives from 22 retail stores recently viewed Forevermark products and placed bids on diamond jewelry, which will soon be available at their respective retail outlets. To bear the Forevermark name, diamonds must undergo strict quality standards. According to Forevermark, less than 1% of the world’s diamonds are eligible to become a Forevermark diamond.
"As part of our steady, global expansion, Forevermark is thrilled to announce the launch of Forevermark Canada to the trade. Having proudly incorporated a carefully-selected, industry-respected family of partners here in the US, Forevermark, with high hopes, welcomes its Canadian partners,” said Forevermark US President Charles Stanley.
Canadian retailers’ Forevermark diamonds will primarily come from the De Beers’ Snap Lake Mine and Victor Mine in Canada. The diamonds will also be polished in Canada in Crossworks Manufacturing Ltd. Each Forevermark diamond is inscribed with the Forevermark icon and a unique identification number that is only viewable with a special viewer. Each diamond also comes with a personalized Forevermark identification card and a diamond grading report.
"We are pleased to be cutting and polishing these rare Canadian diamonds for exquisite pieces of jewelry. Crossworks has more than 30 employees trained to cut and polish these extremely high-quality gems,” said Dylan Dix, Director of Marketing and External Relations at Crossworks Manufacturing Ltd.
Among the selling points of Forevermark diamonds are that they’re natural, ethically sourced, and conflict-free.
"I am very happy that De Beers is entering Canada through Forevermark. They have partnered with a great Canadian diamond manufacturer to bring this special brand to our market. Forevermark offers the consumer the confidence that they are purchasing one of the world's most carefully selected diamonds. It will be a great opportunity for Canadian diamond market,” said Norbert Brinkhaus, owner of Brinkhaus Jewels.