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Australian Diamond’s netball captain Laura Geitz was on hand to display the diamond to guests
Diamonds shine at Forevermark launch
 3.6 k views | Posted February 18, 2014 | By Jonathan Green
A 12-carat square-cut diamond and an appearance by the Australian
Diamonds netball team captain added sparkle to the launch of De Beers
Group’s Forevermark brand.
The event was hosted by one of the diamond brand’s Brisbane-based retail partners, Diamonds International, last week and signalled its official arrival in the Queensland retail market.
Diamonds International CEO Charles Bentley said that partnering with Forevermark was an honour, and one that he believed reflected his business’s commitment to integrity and quality.
“Welcoming Forevermark to Brisbane and Queensland is a major coup – testament to the fact that Brisbane is a dynamic world city, one where a brand such as Forevermark belongs to be, and will be embraced,” he said.
“We look forward to sharing one of the most famous diamond brands in the world with the people of Queensland.”
As previously reported, diamond house Storch & Co acquired the distribution rights for Forevermark across Queensland, New South Wales and New Zealand, taking it to the local market in October last year.
Storch & Co managing director Daniel Storch told Jeweller that he was pleased with the interest in Forevermark so far and was working on arrangements to gradually move into new territories.
Stars on show
To help promote the official launch in Queensland, a number of Forevermark pieces from around the world were on display – including the largest diamond ever to be mined, cut and polished in Canada.
The 12.66-carat square cut diamond, sourced from De Beers’ Victor Diamond Mine, will be a new addition to the Forevermark Exceptional Diamond Collection.
It was discovered almost four years ago as a 35.80-carat stone but was held by De Beers until the company was in a position to process the rough to “its full advantage”.
The stone was cut into an ideal square – a new cut that has only recently been developed – to highlight the “hearts and arrows pattern, with all facets in perfect alignment”.
On hand to display the diamond to the public was Australian Diamond’s netball team captain Laura Geitz.
Much of the Forevermark collection will be shipped to Los Angeles within weeks to be worn by celebrities attending the 86th Academy Awards Ceremony.
Forevermark was officially launched in 2008 by De Beers to specifically brand its own diamond offerings. It has since established a reputation with the likes of Nicole Kidman, Michelle Obama and Gwyneth Paltrow all wearing creations made with Forevermark diamonds.
Demanding exceptional quality and sourced responsibly, De Beers claims that less than one per cent of the world’s diamonds are eligible to be branded as Forevermark.
The brand is also sold through Sydney-based jewellery retailers Percy Marks and Musson.
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