De Beers’ Forevermark is rebranding itself as “De Beers Forevermark,” so that it will better align with its parent company, according to JCK. The brand will also more closely align itself with the De Beers retail chain, De Beers Jewellers (DBJ), which has three stores in the United States. The two will now share a website, and some DBJ lines will be sold wholesale. Whether DBJ will sell Forevermark “remains to be seen,” says Forevermark US president Charles Stanley - reports JCK.

The name change is “part of a wider transformation that’s going on within De Beers, to make it a brand-led company,” said Stanley to JCK. For more news please visit here

Source: JCK