Diamond jeweller Forevermark™ is changing its name to De Beers Forevermark to effectively align with the iconic De Beers brand and its advocacies, the De Beers Group announced recently.

The name change, to be implemented globally beginning July, is part of De Beers’ wider brand transformation, focused on connecting consumers to the social, environmental and responsible sourcing benefits that the company creates for the people and places where it operates. 

Stephen Lussier, executive vice president, Consumer Markets and chairman of Forevermark and De Beers Jewellers, commented, “A Forevermark diamond has always stood for the highest standards of beauty and responsible sourcing, and now consumers and retail partners alike will be able to directly connect the Forevermark promise with the values and expertise signified by De Beers.”

Forevermark’s retail partners can leverage De Beers’ 130 years of diamond expertise and enable greater storytelling about the positive impact of Forevermark diamonds throughout the value chain, added De Beers. 

The direct association to the De Beers brand name will underpin the connection to De Beers Group’s 2030 Building Forever commitments – including being carbon neutral across its operations, supporting 10,000 women entrepreneurs and engaging 10,000 girls in STEM subjects (science, technology, engineering, and mathematics) – as well as De Beers’ unrivalled diamond knowledge, both of which are integral to Forevermark’s promise of diamonds that are beautiful, rare and responsibly sourced.