The world’s number one diamond company, DTC (Diamond Trading Company), the sales and marketing arm of the De Beers Group, officially announced that the FOREVERMARK will be rolled out in the Gulf in the third quarter of 2007. A special symbol and identification number unique to each diamond, the FOREVERMARK inscription is an assurance to consumers that their diamond meets the highest standards of the DTC and is backed by more than 115 years of expertise.
“This is the most important program that the Diamond Trading Company has ever embarked upon,” said Jonathan Chippindale, Marketing Director of DTC Gulf Markets. “The FOREVERMARK is the DTC’s first truly global program. For the first time we will bring to retail stores throughout the world the DTC logo, the DTC identity and the DTC strapline ‘a diamond is forever’, voted Advertising Age’s number one slogan of the century.”
Each diamond with the FOREVERMARK carries a promise to consumers that their diamond is genuine, natural and untreated and has been preciously cared for from the mine to the finger. Every diamond is also accompanied by a Certificate of Authenticity reassuring consumers that their stone was mined, cut and polished in an ethically, socially and environmentally responsible way.
Diamonds which are 0.30 carats and above are eligible for the FOREVERMARK and every stone is carefully examined by a diamond expert before being inscribed with the FOREVERMARK using highly advanced DTC technology. The actual size of the mark is only 1/20th of a micron deep (a mere 1/500th the thickness of a human hair) and can be seen with the FOREVERMARK viewer.
DTC will invest heavily in the Gulf to ensure that the FOREVERMARK is known throughout the region as the hallmark of an excellent stone.
“Demand for the FOREVERMARK in the pilot market of Hong Kong during the past 18 months has been impressive,” comments Chippindale. “Therefore, we are very excited to see the value of the FOREVERMARK extend to Sightholders, retail partners and ultimately consumers in Gulf Markets in turn helping to grow the programme as a sustainable business opportunity going forward.”
About The Diamond Trading Company
The Diamond Trading Company (DTC) is the diamond marketing arm of the De Beers Group of companies and, as such, supplies approximately 60% of rough gem diamonds to the world leading diamantaries. In 2005, De Beers experienced an increase of 6 to 7 per cent in rough uncut diamond sales globally and an overall increase in earnings of 26 per cent. The DTC is better known to the public for its famous slogan “A Diamond is Forever”.
About The Diamond Information Center
The Diamond Information Center (DIC), with offices worldwide, handles consumer public relations for all levels of the diamond industry-from mining to finished Jewellery.
