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De Beers launches consumer site for Forevermark

November 03, 2008

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London—Forevermark, the diamond brand of industry giant De Beers, has launched a consumer Web site, the company announced on Monday.

The site, Forevermark.com, includes information and videos on the Forevermark story, live footage from the latest Christie's auction, which included the sale of the two largest Forevermark diamonds in the world, and a sneak preview of three "key strands" from the Forevermark launch advertising campaign.

The snippets, titled "Quality," "Precious Moments" and "My Diamond," include exclusive behind-the-scenes video of photographer Mikael Janssen shooting supermodels Raquel Zimmerman, Coco Rocha, Maryna Linchuk, Agente Hegelund and Alexandra Tomlinson in New York City.

Starting this month, all three videos also will be available in Chinese.

The site, however, does not allow consumers to purchase diamonds online; instead, it contains a "find a jeweler" feature, allowing site visitors to search for retail jewelers in China, Hong Kong, India, Japan and Macau—the countries that carry the Forevermark diamond.

The site also contains a feature that allows consumers who purchase one of the branded diamonds to register their stone online, "to sign up for the Forevermark Guarantee, access details on their diamond and create a My Forevermark profile."

Francois Delage, chief executive officer of Forevermark, said they are proud to unveil the Web site.

"[The Web site] is at the forefront of our Forevermark integrated marketing strategy. So, all activities on the brand will be reflected on the Web site in the most immersive and interactive way possible," he said.

Future plans for the site include individual home pages for Forevermark retailers, a flash version of the Web site to ensure more interactivity, the addition of more videos and never-before-seen photographs, said Dominic Brand, Forevermark's worldwide marketing director.

Forevermark is a separately managed division within the De Beers family of companies. Forevermark diamonds are inscribed with a unique identification number and the Forevermark logo, and they must be at least 0.18 carats, SI2 clarity, J color and a cut rated "good."
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