DE BEERS : CEO STEPS OUT TO SUPPORT FOREVERMARK "HIGH IMPACT" BRAND STRATEGY

Philippe Mellier, Chief Executive, De Beers Group, welcomed Forevermark partners during a private cocktail event in New York addressing the challenges and opportunities facing the diamond industry articulated in the 2014 Diamond Insight Report. The address culminated with attention to the strategic reasons behind the emergence of diamond brands and growth of Forevermark.

Mr. Mellier said, "It is undeniable that the consumer landscape in the US is changing...There has been a clear increase in consumer preference for brands and people are also changing how they engage in the retail process".

Mr. Mellier continued by summarizing the benefits of the Forevermark proposition: "It answers the consumer's growing desire for branded products that can be trusted and that can evidence their ethical credentials. It has embraced new ways of selling and of reaching out to engage with younger consumers. It has a high impact marketing approach that operates across a number of channels. And it provides reassurance in terms of grading and quality.  And of course while Forevermark responds to the consumer's needs for confidence, trust, quality and excitement, it also responds to the retailer's need for a differentiated and value-adding proposition."

Referring to the inaugural Diamond Insight Report, published by The De Beers Group of Companies in September 2014, Mr. Mellier said that in the US jewelry market diamonds continue to be by far the most coveted of gemstones.  He also referenced a recent survey amongst Forevermark retailers in which 74 percent reported their overall diamond jewelry sales were equal to, or greater than, the prior year, with 45 percent reporting increases of five percent or more. In addition, Authorized Forevermark retail doors grew 18% in the last year, demand amounting to over 350,000 inscribed diamonds, a 47% growth over 2013.

"In short," Mr. Mellier concluded, "Forevermark is our way of preparing for the future of diamond jewelry retailing. It is our way of helping to meet the long-term needs of industry stakeholders. It is our way of capturing forever, today."

The full speech is downloadable from www.debeersgroup.com/en/news/presentations.

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ABOUT FOREVERMARK

Every Forevermark diamond is inscribed with a promise; a promise that it is beautiful, rare and responsibly sourced. Less than one percent of the world's diamonds are eligible to become a Forevermark diamond and be inscribed with the Forevermark icon and individual number. Forevermark is the diamond brand from The De Beers Group of Companies and benefits from over 126 years of diamond expertise. Forevermark diamonds are carefully selected and come from sources committed to high standards; they are beautifully crafted by a select group of Diamantaires and exclusively available from select Authorised Forevermark Jewelers. 

FOREVERMARK INSCRIPTION & GRADING

Invisible to the naked eye, the inscription is made using bespoke technology from The De Beers Group of Companies. It is also recorded on the personalised Forevermark identification card which comes with every Forevermark diamond. The actual size of the inscription found on Forevermark diamonds is only 1/20th of a micron deep and can only be seen using a special Forevermark viewer which can be found in Authorised Forevermark Jewelers.  It is confirmed by leading gemmological institutes that the Forevermark inscription does not affect the internal quality of a diamond in any way.

Authorised Forevermark Jewelers are able to provide a Forevermark Diamond Grading Report.  It is an accurate blueprint of the qualities - cut, color, clarity and caratage of each Forevermark diamond.  The Forevermark Diamond Grading Report also features the individual identification number inscribed on the diamond and a specifically designed security hologram, providing reassurance that the Forevermark Diamond Grading Report is valid and genuine. For more information and to find your nearest Authorised Forevermark Jeweler offering Forevermark Grading Reports, go to www.forevermark.com.