DTC To Test Forevermark Program in HK
November 23, 03
The DTC decided to test its Forevermark program in Hong Kong, selecting a small group of Sightholders and a group of retailers to carry out the program.
The Forevermark program is a diamond branding initiative, backed by De Beers as a consumer guarantee for quality. The Forevermark diamonds are 1/3 – 4/4 carat, round cut, with FL-SI1 clarity, of D-J color and very good or better make.
The Sightholders are required as part of the pilot to set aside a percentage of each box of ‘participating’ goods they buy from DTC and processes them separately.
The idea behind this, known as the DTC Pipeline Integrity Standard, is that DTC will be able to identify the diamonds throughout the whole manufacturing process, supervise it, and ensure the diamonds meet the standards set by the program.
Once the diamonds are polished they are sent to London to have the microscopic Forevermark insignia together with a serial number embedded in their table – the flat surface on top of the diamond. The mark is invisible to the naked eye and can’t even be seen by a standard x10 magnifying loupe.
The certified diamonds will be supplied by the Sightholders to the pre-approved retailers who met the necessary retail criteria for the pilot they specified in their Forevermark business proposals.
The pilot launches in Hong Kong early next year.
The group of about eight Sightholders is from all the diamond centers and include among them EMA diamonds and A. Dalumi of Israel and Karp Impex from Antwerp. Each Sightholder will work with a group of retailers on an exclusive basis.