If, as the song goes, “diamonds are forever,” then Forevermark wants to be the diamond of choice for elite travelers. A subsidiary of DeBeers, the company last year embarked on an aggressive campaign to put Forevermark front and center with affluent consumers. Elite Traveler Editor-in-Chief Douglas Gollan recently caught up with Forevermark U.S. President Charles Stanley during the Centurion Jewelry Show at The Phoenician Resort in Scottsdale. They talked about all that glitters, of course.
ET: What makes a Forevermark diamond special?
Charles Stanley: DeBeers is synonymous with diamonds and Forevermark is a promise that each diamond selected is beautiful, rare and responsibly sourced. Only about 1 percent of diamonds end up as Forevermark. We see more of the world’s diamonds than anyone else, so this is the best of the best.
ET: What is the actual Forevermark?
Charles Stanley: The actual Forevermark is an inscription invisible to the naked eye that together with a unique number identifies the diamond as yours. It also allows the owner to register the diamond for extra assurance.
ET: You mentioned Forevermark diamonds are responsibly sourced. Can you give an example?
Charles Stanley: In Botswana there have been significant improvements in health care and education. This has been funded as a byproduct of DeBeers responsible mining there. When one is buying a luxury product it is nice to know that buying the product is doing good, too.
ET: How does a diamond become Forevermark?
Charles Stanley: Brands have to put teeth behind their promise. The Forevermark Diamond Institute inspects every diamond before it is granted Forevermark status.
ET: How does a consumer find a Forevermark diamond?
Charles Stanley: If you go to our website Forevermark.com and enter your zip code you will get a list of retailers who sell Forevermark diamonds. Right now in the United States we have about 150 retailers after one year. We have also attracted some top jewelry designers such as Stephen Webster, Martin Katz, Fred Leighton and A. Link.
ET: Is there anything else you would like to say about Forevermark?
Charles Stanley: Two of the most expensive diamonds sold last year were Forevermark diamonds sold at the Christie’s Hong Kong Autumn Sale from Steinmetz.