Until now, Forevermark was used by the De Beers Group Marketing, as a branding strategy for its diamonds and the quality they stand for in international markets. From 12th June 2008 onwards, this marketing arm of De Beers will be renaming itself to Forevermark, strengthening its identity with its deliverables.

As reported in a press release, the change reinforces the company’s focus on Forevermark, which it plans to build into one of the world’s leading diamond brands. Forevermark CEO, Francois Delage, said “This change is reflective of our long-term commitment, enthusiasm and determined vision for Forevermark which has the goal to become one of the world’s leading diamond brands”.

Beginning with De Beers Group Marketing headquarters, the name change will further trickle down to its grading and inscribing facilities in England and Belgium, then to its offices in Hong Kong, China, India, Japan and Taiwan before the end of the year. The company’s marketing activity in the United States remains unaffected. The Forevermark will continue to be a separately managed division within the De Beers group of companies. It will focus on developing the Forevermark diamond brand.