This week Forevermark, the new diamond brand from the De Beers group of companies, celebrated its upcoming Fall 2011 launch in New York City. A three-day series of influencer events created an experiential journey to introduce and showcase the Forevermark promise of beauty, rarity and responsible sourcing.
One highlight of the week included Forevermark Diamond Masterclass sessions, designed to educate exclusive audiences on the craftsmanship and art of selection integral to the Forevermark diamond journey. The highly exclusive and intimate Forevermark Diamond Masterclass presented an enriching exploration of the expertise, passion and commitment to excellence that lies within the Forevermark promise The week’s events also included “A Diamond Connoisseur Retreat” co-hosted by GiltCity. GiltCity’s influential consumers were invited to preview and shop a special selection of Forevermark diamond designs, including one-of-a-kind Red Carpet designer collaborations.
American Idol Winner Jordin Sparks stopped by to preview the collections and attend a Masterclass wearing Forevermark diamond jewelry by Premier Gem. During the champagne reception, guests experienced firsthand the thrill of handling rough diamonds as they learned about the art of selection and craftsmanship behind the less than 1% of diamonds that are eligible to become Forevermark diamonds. Guests mingled amidst millions of carats of loose, uncut rough diamonds in rare shades of violet, blue and pink – including a 269-carat rough yellow diamond. This once-in-a-lifetime experience was designed to offer an exclusive group of jewelry connoisseurs a unique and enriching glimpse into the heritage and journey of a Forevermark diamond.
The launch of Forevermark is a milestone in De Beers’ 120-year history. Each Forevermark diamond is carefully selected to be inscribed with the Forevermark icon and a unique identification number, using patented technology developed by De Beers and utilized by the Forevermark Diamond Institute in Antwerp, Belgium. The Forevermark Diamond Institute is comprised of highly respected leading diamond experts who utilize Forevermark’s world-class proprietary grading processes and technologies to assess and inscribe diamonds. The Forevermark inscription is the assurance that every Forevermark diamond meets the highest standards of quality and integrity.
Forevermark, U.S., Inc. President Charles Stanley commented, “The launch of the Forevermark diamond brand in the United States marks a proud moment in history not only for De Beers, but for the diamond industry and consumers. The Forevermark mantra is one that resonates intimately with the consumer desire to always strive for beauty and integrity.” From Hollywood A-listers to fashion darlings, celebrities have been supporting Forevermark since it first hit the Red Carpet.
Hollywood style icons, including Michelle Williams, Gwyneth Paltrow, Elizabeth Banks, Lea Michele, Mary-Kate Olsen, Angie Harmon and Rashida Jones, have all dazzled in Forevermark at various Red Carpet events. Forevermark will officially launch into the U.S. consumer marketplace in Fall 2011 and will be available in a variety of independent jewelers. A complete list of Forevermark retailer partners to-date is available upon request.
For more information, check out Forevermark Online
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