De Beers debuts Forevermark Precious Collection

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De Beers debuts Forevermark Precious Collection

February 11, 2009

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The "Rose Waterfalls" necklace, designed by supermodel Alek Wek, is just one of the pieces in De Beers' "Forevermark Precious Collection."

Hong Kong--De Beers unveiled the "Forevermark Precious Collection," a group of diamond jewelry featuring its branded Forevermark stones, on Tuesday night at the Landmark Central in Hong Kong.

According to a release issued by the company, the Forevermark Precious Collection aims to celebrate the relationship between diamonds and life-celebrating stories.

"Behind every Forevermark diamond is a precious story," Forevermark Chief Executive Officer Francois Delage said in the release. "Since the beginning of time, diamonds have inspired countless myths, tales and legends. In today's world, this may be a story of personal celebration, love pledged, a commitment made, the arrival of a child into the world, an anniversary, enduring love or of a triumph at work."

De Beers solicited the collection's designs from artists nationwide, including supermodel Alek Wek and Oscars jewelry designer Mona Mehta. They worked closely with the world's leading jewelry craftsman--including diamantaires such as Pluczenik, Rosy Blue and Steinmetz Diamond Group--to create the jewelry.

De Beers also enlisted internationally known authors to contribute "Precious Stories" for the collection, including No. 1 Ladies Detective Agency series author Alexander McCall Smith and travel writer Paul Theroux.

Each story interprets "precious" in its own way and is scattered with references to diamonds with themes ranging from a Scottish farm, a self-built house in America, a cat with jewel-like eyes, a raccoon and the advice of an elderly Indian woman.

Following its debut in Hong Kong, the collection will be exhibited in Tokyo and Beijing, China.

Forevermark is De Beers' first branded diamond. Forevemark diamonds must be at least 0.18 carat, with SI2 clarity, J color and a cut rated "good."

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