De Beers Group Marketing Changes Name to Forevermark

De Beers Group Marketing (DBGM) announced Wednesday that effective Thursday June 12, it will be known as Forevermark, a change that “reinforces the company’s focus on Forevermark, which it plans to build into one of the world’s leading diamond brands,” the company said in a release.

The name change will be applied initially to DBGM headquarters, as well as its grading and inscribing facilities in England and Belgium. Before the end of the year, the change will also affect the company’s offices in Hong Kong, China, India, Japan and Taiwan.

DBGM notes that marketing activity in the U.S. remains unaffected.

Forevermark is a diamond brand program – a separately managed division of the De Beers group of companies – and will hold responsibility within the group for driving diamond demand and maintaining consumer confidence in diamonds.

It was first introduced in Hong Kong in 2004 and includes diamonds that are 0.18 carats and above in size, SI2 clarity and above, J color and above and good quality cuts. The diamonds are inscribed with the Forevermark logo on the table facet with an identification number.

It is a universal brand, meaning that its clients are not limited to DTC Sightholders, nor are diamond required to be sourced from the DTC to be branded Forevermark stones.