The De Beers is going to discuss major plans for a worldwide launch of its Forevermark to a select audience of diamantaires and retailers, from 30th April – 2nd May at the London rooms of Phillips de Pury, the leading auction house. Gareth Penny, Managing Director of the De Beers group of companies said, "The Forevermark team has a clear vision. Working in partnership with the world's leading diamond jewellery retailers, Forevermark will be established as one of the world's leading diamond brands, inspiring, exciting and re-assuring diamond consumers of all ages."

The Group says there is a huge potential for branding diamond, a category where majority of diamonds sold are still un-branded. The Forevermark launch will begin with pilots in Asia, followed by a launch in carefully selected jewellers in Hong Kong, China and Macau in Q4 2008; Japan in Q1 2009; Taiwan, India and South Africa in Q2 2009. Francois Delage, CEO, De Beers Group Marketing, said ‘Forevermark will represent the art of precious diamonds. Diamonds only from approved responsible sources are cut and polished by a select group of diamantaires to reveal exceptional brilliance. Finally they are inscribed with an icon and a unique identity number and graded. Forevermark will be found exclusively in only selected jewellers.’

A unique symbol and identification number are inscribed on the table facet of selected diamonds (which meet the Forevermark standards), using highly advanced technology. The symbol is invisible to the naked eye, measuring only 1/20th of a micron deep and can be seen with a special Forevermark viewer. Only diamonds which are 0.18 carats and above in size, SI2 clarity and above, J colour and above and good quality cuts and above meet Forevermark standards.

Nicky Oppenheimer, Chairman of the De Beers group of companies, said ‘consumers are becoming more knowledgeable, more demanding and more concerned about the well-being of the world at large. Forevermark will meet those concerns; it will give assurance and comfort.’ The Forevermark brand launch will be extended by the launch of its independent grading operations, exclusively for Forevermark diamonds. New state-of-the-art facilities using proprietary technology have been opened in Belgium and England, with further new locations planned for 2009/10.