Branding Can Provide Assurances When Investing in Diamonds

For the second year in a row, National Jeweler’s exclusive year-end survey showed that sales continue to rebound for retail jewellers, with 72 percent of respondents reporting gains in same-store sales in 2011. With all these positive development in the gemstone marketplace, most would agree that brand-intensive marketing is both necessary and desirable, however there is much disagreement as to whether it is only jewelry that should be branded; or whether a branded diamond is a viable option.

Over the last few years, there have been a number of significant efforts to brand diamonds, with the unique “Leo” and “Hearts on Fire;” being the most significant examples.  Nowadays, Industry experts believe that the De Beers’ “Forevermark” diamond, will become the new standard; for those investing in diamonds. Though being available for several years now on the world gems market, the De Beers’ “Forevermark” diamond is only being introduced in the United States; sometime at the end of this year. Furthermore, these precious gemstones will only be available, at a few hand-picked retailers.

All “Forevermark” diamonds are graded at the Forever Diamond Institute in Antwerp, Belgium, and according to De Beers, a “Forevermark” inscription indicates that the diamond has met the company’s standards; of assurance, quality and integrity. Each “Forevermark” diamond will have individual inscription on its table, with the “Forevermark” brand and identification number; using a patented technology. It has also been said that this inscription is invisible to the naked eye, as the actual inscription is only one-20th of a micron deep, and can only be seen using a special viewer; which is only available at authorized “Forevermark” jewellers.