Forevermark introduces new styles to the Endlea jewellery collection.
A TRUE celebration of everlasting beauty, the Endlea is a beautifully crafted selection of diamond jewellery designed as an ode to the most important moments in life.
New from the collection are fresh yet timeless designs. They offer a younger aesthetic, but still embody the signature “forever” motif inspired by an elegant ribbon bow.
“It signifies good luck and fortune. There is this movement of interlacing ribbons, which creates a sense of continuity,” explains Forevermark’s head of new product development, Federica Imperiali.
“The Endlea collection has wide range. You have the bridal designs with classic engagement rings. Then there are red carpet pieces, which play around with more volumetric silhouettes.”
According to Imperiali, the extension is driven by two factors. It presents a fresh take on jewellery, yet adhering to well-recognised key elements such as the iconic Endlea motif.
“There’s this highlight of a style that’s very classic, elegant and precious. But at the same time, you have this sense or feel of a younger range when it comes to jewellery,” she states.
The new styles include rings, pendants and bracelets designed with a fashion-forward, contemporary spin, perfect for mix-andmatching or to be worn alone as an elegant statement.
Forevermark has also introduced bangles for the first time, reinterpreting the “forever” motif into a modern icon with its subtle integration into the Forevermark diamond setting.
Designed in Forevermark’s design and innovation centre in Milan, the Endlea collection epitomises the brand’s dedication to exquisite craftsmanship and pure integrity.
“The name came from the word ‘endless’. We just gave it a more feminine touch,” Imperiali points out, adding, “Of course, the main reason behind its creation is to celebrate the ‘forever’.”
“Working at the centre in Milan means every day is different. The office caters to all the different markets in the world. So there’s always something new to do, something different.”
When asked about forecasting jewellery trends, Imperiali says that it is not the same or as straightforward compared to fashion. She does not consider trends as something fleeting.
“We can’t have a product that only lasts six months. A diamond is supposed to last forever, after all. The idea holds true for the jewellery that carries the stones,” she notes.
Forevermark is a diamond brand from The De Beers Group of companies. In Malaysia, it retails exclusively at DeGem and Diamond & Platinum outlets.
Based in Milan, Imperiali heads the new product development division for Forevermark. — LOW LAY PHON/The Star
Forevermark Endlea necklace, solitaire ring and bangle.