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