Over the weekend (March 22), diamond miner De Beers announced that its Forevermark diamond brand will enter the German market and “is in advanced-stage discussions with potential partners in France and Italy”. According to De Beers, “the expansion into new European markets comes on the back of successful global performance throughout 2017 and in 2018 to date” – a 19% growth in numbers of diamonds sold globally last year.
In Germany, Forevermark has partnered with diamond jewelry specialist Heinz Mayer. In France, Forevermark is “in advanced discussions” with Groupe Marcel Robbez Masson and in Italy with World Diamond Group.
Stephen Lussier, CEO of Forevermark, said: “[…] The flow of international travellers through Europe from key consumer markets such as the USA, China, India and Japan is an important influence on brand selection, and bolstering the brand’s visibility in leading European destinations is a powerful next step following the successes of 2017”.
