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De Beers Group Marketing brands itself 'Forevermark'

Aims to make diamond brand worldwide leader

June 11, 2008

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London—Starting on June 12, De Beers Group Marketing will be known as Forevermark, a move that aligns the name of the company's marketing arm with its new diamond brand.

According to a release from De Beers, the name change first will apply to De Beers Group Marketing headquarters in London, as well as its grading and inscribing facilities in England and Belgium.

Before the end of the year, the name change will spread to the company's offices in China, Hong Kong, India, Japan and Taiwan.

Marketing activity in the United States—where anti-trust laws prevent De Beers from selling the Forevermark branded diamond—remains unaffected, according to De Beers.

This is in line with De Beers' continued stance that it currently has no plans to formally do business in the United States, despite the settlement of the class-action lawsuit that absolved De Beers of anti-trust issues earlier this year.

"This change is reflective of our long-term commitment, enthusiasm and determined vision for Forevermark, which has the goal to become one of the world's leading diamond brands," Forevermark Chief Executive Officer Francois Delage said in the release.

De Beers launched its Forevemark diamond brand in the Asian market and, at an event in London held in May, announced it will sell Forevermark through select jewelers in Hong Kong, China and Macau in the fourth quarter of 2008, Japan in the first quarter of 2009 and South Africa in the second quarter of 2009.

Each Forevermark diamond is inscribed with a unique identification number and icon that is invisible to the naked eye. Standards for the brand dictate that the stone must be at least 0.18 carats, SI2 clarity, J color and have a cut rated "good."

Forevermark is the first branded diamond for De Beers.
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