De Beers said that its Forevermark diamond brand will enter the German market for the first time after signing with an exclusive licensee partner, and is in advanced-stage discussions with potential partners in France and Italy. The expansion into new European markets comes on the back of successful global performance throughout 2017 and in 2018 to date, De Beers said. In 2017, Forevermark posted 19% growth in numbers of diamonds sold globally.
In Germany, Forevermark is partnering with Heinz Mayer, an Idar-Oberstein-based diamond jewellery specialist. Heinz Mayer launched the Forevermark collection to the German jewellery retail trade at the Baselworld trade fair, presenting the opportunity for luxury retailers to bring the brand to a German consumer audience later in 2018.
Forevermark is also in advanced discussions in France with Groupe Marcel Robbez Masson and in Italy with World Diamond Group.
Stephen Lussier, chief executive, Forevermark, said: “Forevermark is delighted to add new licensee partners in key European markets and to further expand the brand’s global reach. 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.
“We have sought out strong partners whose values match our own, and who can deliver a locally relevant range of Forevermark diamond jewellery in their countries. We now look forward to further expansion through the year as we continue to offer more consumers the opportunity to buy Forevermark’s beautiful, rare and responsibly sourced diamonds.”