Forevermark, the diamond jewellery brand from the De Beers group of companies celebrated its expansion in South Africa, with a glittering event. As part of its expansion in South Africa, the brand has roped in Ntinga and Shemer in Johannesburg, Peter Gilder in Cape Town and Lorraine Efune in both cities to retail jewellery pieces featuring Forevermark diamonds.

Tim Watson, CEO, Caratco said “We are proud to be in partnership with the De Beers group of companies to bring Forevermark diamonds to South Africa as part of the brand’s global expansion. We are continuing the roll-out in this market to select retailers who have a reputation for diamond expertise and passion which can match the high standards demanded by Forevermark.”

“120 years of diamond expertise within the De Beers Group has been channelled into Forevermark, a diamond brand that provides consumers with an unbreakable promise and thanks to this promise, diamonds that they can be proud to give and wear forever.” said Stephen Lussier, CEO of Forevermark.

To underline its expansion, Forevermark unveiled a 35 carat, fancy yellow, marquise-cut diamond, crafted by Forevermark Diamantaire Steinmetz Diamonds and worn by South African actress Keabetswe Motsilanyane – ‘K.B.’ - at the event hosted by Forevermark CEO, Stephen Lussier. The event was attended by glitterati, members of the gem and jewellery industry and dignitaries. Forevermark also showcased jewellery creations featuring Forevermark diamonds, including earrings worn by singer Alicia Keys and actress Joely Richardson and a bangle worn by Uma Thurman.

The brand’s expansion into South Africa follows its launch of Jewel Africa at the end of 2011.