Stephen Lussier CEO, Forever­mark and Ex­ec­u­tive Vice Pres­i­dent of Mar­ket­ing, the De Beers Group of Com­pa­nies, di­vulges what makes di­a­monds so pre­cious

MillionaireAsia India - - In Conversation - By Rama Ahuja

Ac­cord­ing to Stephen Lussier, In­dia is a bright, shin­ing spot in the di­a­mond in­dus­try. He is con­fi­dent about chart­ing an up­ward growth tra­jec­tory in the coun­try in 2018 to the tune of ap­prox­i­mately 30 per cent based on fact that In­dia has been ex­pand­ing its mar­ket share con­tin­u­ally for the past five years.

What makes di­a­monds spe­cial ac­cord­ing to you?

Di­a­monds are un­like any­thing else on this planet. The youngest di­a­mond is at least a bil­lion years old and it will last for­ever. It is this sense of time­less­ness which al­lows you to cre­ate your own her­itage and a n en­dur­ing legacy that you can pass down through generations, that sets di­a­monds apart.

What sets a Forever­mark di­a­mond apart from other di­a­monds?

Forever­mark di­a­monds are hand-selected for their beauty and rar­ity. Each

di­a­mond is also re­spon­si­bly sourced, orig­i­nat­ing at a care­fully selected mine that ben­e­fits the peo­ple, com­mu­nity and coun­try where it is lo­cated. Less than one per­cent of the world’s di­a­monds are el­i­gi­ble to be­come Forever­mark. Ev­ery Forever­mark di­a­mond is in­scribed with a num­ber that rep­re­sents a three-fold prom­ise: that the di­a­mond is beau­ti­ful, rare and re­spon­si­bly sourced. In­vis­i­ble to the naked eye, this in­scrip­tion in­cludes the Forever­mark icon and a num­ber that is unique to you

Please tell us a lit­tle about Forever­mark’s foray into the In­dian mar­ket.

Forever­mark was launched in In­dia in 2011 and has en­joyed strong growth ever since. Over the past few years, Forever­mark has ex­panded its pres­ence to over 40 cities across In­dia and to­day the brand is estab­lished not only in the key metro cities but also in Tier 2 and Tier 3 lo­ca­tions. In these lo­ca­tions, we have and will con­tinue to part­ner with se­lect au­tho­rised jew­ellers who share our brand ethos.

How was 2017 for Forever­mark in terms of bou­tiques launched?

It has been rather event­ful! Ear­lier this year we cel­e­brated in­scrib­ing our two mil­lionth di­a­mond (which took place in our Su­rat-based fa­cil­ity) as well as the open­ing of our 2,000th global re­tail door, which comes al­most eight years af­ter launch­ing the Forever­mark brand, and is a fan­tas­tic achieve­ment. We re­cently opened our first ex­clu­sive Forever­mark di­a­monds store in Ban­ga­lore in part­ner­ship with CKC Jew­ellers and will soon be open­ing an­other one Kolkata. The growth has been steady so far and we look for­ward to cre­at­ing and de­sign­ing more col­lec­tions fit for the dis­cern­ing In­dian con­sumer. The brand in In­dia to date has opened 230 doors and is cur­rently work­ing with 91 re­tail­ers across In­dia who share sim­i­lar val­ues and pro­vide fash­ion for­ward jew­ellery to their cus­tomers.

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