NDS WORLD RANKING AND WORTH
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.