De Beers to introduce Forevermark in UK and Ireland

Forevermark, the diamond brand from The De Beers Group of Companies has announced it will be expanding into the UK and Ireland this Autumn, making the region the first in Western Europe to sell the brand.

Crossworks Manufacturing  has been appointed as the only licensee partner and will be working with a select number of retailers to bring Forevermark diamonds to the region.

Forevermark CEO Stephen Lussier said: “London is home to Forevermark’s global headquarters so this is a very important launch for us. Although only six years old, Forevermark is already well established as one of the world’s leading diamond brands available in over 1,300 high end retail stores in 29 markets around the world. We are delighted that the UK and Ireland will soon be joining us on this incredible journey.”

Working “closely” with Forevermark, Crossworks has launched the brand in Australia and Canada and said is “confident that Forevermark and its unique promise of beautiful, rare and responsibly sourced diamonds will also be an exceptional addition to the UK and Irish markets.”

Dylan Dix, group executive, marketing and external relations said: “We look forward to working with leading retailers to introduce the world’s most carefully selected diamonds here, inspiring them to craft beautiful diamond jewellery that consumers will be proud to own and wear.”

The Forevermark brand has a growing international footprint in Asia, North America, the Middle East, Australia and Turkey, and has been worn by major celebrities including actresses Jennifer Garner and Margot Robbie at the recent 2014 Academy Awards.