Finweek English Edition - - COVER STORY -

ev­er­mark piece of jew­ellery is highly col­lab­o­ra­tive.

The way it works is that De Beers se­lects only cer­tain di­a­monds to qual­ify for its Forever­mark range – about 1% of to­tal di­a­mond trade – to which it matches only cer­tain cut­ters and pol­ish­ers (man­u­fac­tur­ers), and only cer­tain re­tail­ers. Cru­cially, the man­u­fac­tur­ers have the free­dom to pro­duce the pol­ished goods as they please, while re­tail­ers have a high de­gree of free­dom to dis­play the Forever­mark as they wish. This makes the brand a three-way joint ven­ture. “It is some­thing of a hy­brid,” says Prager.

One can see why De Beers might want it this way.

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