Consolidates position as one of the world’s fastest-growing diamond brands

10% of total stores in India

Bengaluru, 22 February, 2017: Forevermark, the diamond brand from The De Beers Group of Companies, today announced it has passed 2,000 retail doors globally, following the opening of the Zen Diamond Anatolium store in the city of Bursa in Turkey. The milestone consolidates Forevermark’s position as one of the world’s fastest-growing diamond brands.

Forevermark was launched in 2008 with the promise of diamonds that are rare, beautiful and responsibly sourced. Since then it has grown significantly and is now available in 25 markets worldwide.

De Beers Group continues to invest substantially in the Forevermark brand, with US$85 million spent on Forevermark’s consumer-facing marketing activities in 2016 to help stimulate global demand for diamond jewellery.

The opening of the 2,000th Forevermark retail door follows a strong 2016 for the brand, which saw:
A 14 per cent increase in door numbers;
The expansion into three new markets – Hungary, South Korea and Thailand;
A 21 per cent year-on-year increase in inscription numbers.

Stephen Lussier, CEO of Forevermark, said: “Opening our 2,000th 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.”

Sachin Jain, President, Forevemark India said, “In India, Forevermark has a total of 200 retail doors which contributes to 10% of the global presence. We also manage the Forevermark operations in the Middle East and Indian Subcontinent where we are witnessing phenomenal growth. We are a dynamic brand and wish to reach out to consumers across segments by offering beautiful diamonds marked with the unique inscription number. Only 1% of the world’s diamonds are worthy of the Forevermark inscription and by expanding our presence across the globe we hope to fulfil the aspirations of our consumers.”

About Forevermark

Forevermark diamonds are hand-selected for their beauty and rarity; each is genuine, untreated and natural. Less than one percent of the world’s diamonds are eligible to become Forevermark. Each Forevermark diamond is also responsibly sourced, originating at a carefully selected mine that benefits the people, community and country where it is located. Forevermark traces each diamond along its journey, ensuring strict business, environmental and social standards are met at every step.

About The De Beers Group of Companies

De Beers is a member of the Anglo American plc group. Established in 1888, De Beers is the world’s leading diamond company with expertise in the exploration, mining and marketing of diamonds. Together with its joint venture partners, De Beers employs more than 20,000 people across the diamond pipeline and is the world’s largest diamond producer by value, with mining operations in Botswana, Canada, Namibia and South Africa. As part of the company’s operating philosophy, the people of De Beers are committed to ‘Building Forever’ by making a lasting contribution to the communities in which they live and work, and transforming natural resources into shared national wealth. For further information about De Beers, visit