SurveysJan 30, 2026
These Are the Top Brands of 2026, Says YouGovFrom tech platforms to candy companies, here’s how some of the highest-ranking brands earned their spot on the list.
EditorsJun 02, 2011
Charles Stanley’s notes on Forevermark
After speaking with Forevermark CEO Stephen Lussier in London a few weeks ago, Charles Stanley, who heads De Beers’ branded diamond program here in the United States, took some time last week to provide more specifics on how Forevermark will...
After speaking with Forevermark CEO Stephen Lussier in London a few weeks ago, Charles Stanley, who heads De Beers’ branded diamond program here in the United States, took some time last week to provide more specifics on how Forevermark will work in the U.S. market.
This upcoming week marks a big one for the launch of Forevermark here, as De Beers will unveil the marketing plans for its branded diamond to retailers at the Las Vegas jewelry shows.
Forevermark already is available via pilot sale programs at two retailers, Borsheims in Omaha, Neb. and five San Diego-area Ben Bridge Jewelers.
Forevermark will launch in the fourth quarter. Though Lussier said that he’s more concerned with doing it right then rushing to market before the program’s ready, a Forevermark executive told me they are “definitely” launching in the United States at the end of the year and will be sharing their plans with Forevermark retailers in Las Vegas.
Retailers will be able to sell Forevermark jewelry online (and in fact they already are). But they won’t be allowed to sell Forevermark loose diamonds on the Internet, Stanley said. And the price of the online product has to be the same as what they are charging in the store. Stanley said he doesn’t seem inter-market competition as being a big issue because so much of what drives people to shop online over going to stores these days is price--which won’t be an issue here--and because retailers have the freedom to create their own designs. A customer that sees a piece they like at Jeweler A won’t necessarily be able to find that same design and buy it online from Jeweler B.
He added that the nature of the program, which includes a viewer customers can use to see the Forevermark inscription, lends itself to more in-store sales and that’s where he expects jewelers to do the majority of Forevermark business.
“We’re not frankly expecting a lot of diamond sales to be made online. We fundamentally believe that to get the full experience of buying a diamond it needs to be done in store,” he said.
Discounting is a no-no. Stanley said there are clauses in the retailers’ contracts that pertain to discounting. And though he wouldn’t say if markdowns are strictly forbidden, he did say this: “We don’t see this as a product that should be heavily discounted or marked down.”
The cost of the program is...$10,000 per year for a store.
De Beers doesn’t see Forevermark as conflicting with the De Beers Diamond Jewellers stores it operates through a joint venture with LVMH. Forevermark enables retailers to use the equity of the De Beers Group name and extend it to their customers through a separate brand, Stanley said. He said one element of the program that further sets Forevermark apart is the fact that each of these diamonds go through the Forevermark Diamond Institute (FDI) in Antwerp.
This upcoming week marks a big one for the launch of Forevermark here, as De Beers will unveil the marketing plans for its branded diamond to retailers at the Las Vegas jewelry shows.
Forevermark already is available via pilot sale programs at two retailers, Borsheims in Omaha, Neb. and five San Diego-area Ben Bridge Jewelers.
Forevermark will launch in the fourth quarter. Though Lussier said that he’s more concerned with doing it right then rushing to market before the program’s ready, a Forevermark executive told me they are “definitely” launching in the United States at the end of the year and will be sharing their plans with Forevermark retailers in Las Vegas.
Retailers will be able to sell Forevermark jewelry online (and in fact they already are). But they won’t be allowed to sell Forevermark loose diamonds on the Internet, Stanley said. And the price of the online product has to be the same as what they are charging in the store. Stanley said he doesn’t seem inter-market competition as being a big issue because so much of what drives people to shop online over going to stores these days is price--which won’t be an issue here--and because retailers have the freedom to create their own designs. A customer that sees a piece they like at Jeweler A won’t necessarily be able to find that same design and buy it online from Jeweler B.
He added that the nature of the program, which includes a viewer customers can use to see the Forevermark inscription, lends itself to more in-store sales and that’s where he expects jewelers to do the majority of Forevermark business.
“We’re not frankly expecting a lot of diamond sales to be made online. We fundamentally believe that to get the full experience of buying a diamond it needs to be done in store,” he said.
Discounting is a no-no. Stanley said there are clauses in the retailers’ contracts that pertain to discounting. And though he wouldn’t say if markdowns are strictly forbidden, he did say this: “We don’t see this as a product that should be heavily discounted or marked down.”
The cost of the program is...$10,000 per year for a store.
De Beers doesn’t see Forevermark as conflicting with the De Beers Diamond Jewellers stores it operates through a joint venture with LVMH. Forevermark enables retailers to use the equity of the De Beers Group name and extend it to their customers through a separate brand, Stanley said. He said one element of the program that further sets Forevermark apart is the fact that each of these diamonds go through the Forevermark Diamond Institute (FDI) in Antwerp.
Editors' Picks
Sponsored by
I actually had the chance to visit FDI while in Europe a couple of weeks ago, and it was an interesting operation to be sure. The Institute housed about 5,000 loose stones on two floors and about 500 a day go through the process of becoming Forevermark diamonds, complete with the brand’s signature inscription.
Each diamond goes through a total of 27 steps to make sure it meets Forevemark standards, is not treated and gets inscribed. Forevermark standards dictate that a stone must be at least very good cut, L color (all colors are accepted for stones that are two carats or larger in size) or fancy colored, and SI2 clarity. De Beers will supply a Forevermark-branded grading report to customers that want them though it is not mandatory.
Stanley said there is a “clear light” between De Beers-branded stores and its branded diamond. He also noted that Forevermark diamonds won’t be offered in De Beers’ stores.
Here’s one last item regarding the jewelers that are already carrying Forevermark. Lussier told me that’s it’s “just a coincidence” that both retailers currently carrying Forevermark--Ben Bridge and Borsheims--are both Berkshire Hathaway-owned jewelers. Just in case anybody was wondering...
More on Editors
The Latest
CollectionsJan 30, 2026
Follow the Beat With Etiq’s ‘Khol’ RingThe “Khol” ring, our Piece of the Week, transforms the traditional Indian Khol drum into playful jewelry through hand-carved lapis.
MajorsJan 30, 2026
Arch Crown’s 2026 ‘Tag & Label’ Catalog Is HereThe catalog includes more than 100 styles of stock, pre-printed, and custom tags and labels, as well as bar code technology products.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
CollectionsJan 29, 2026
Ghirardelli’s ‘Chocolocket’ Returns for Valentine’s DayThe chocolatier is bringing back its chocolate-inspired locket, offering sets of two to celebrate “perfect pairs.”
Weekly QuizJan 29, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsJan 29, 2026
These Were Bonhams’ Top 10 Jewelry Lots in 2025The top lot of the year was a 1930s Cartier tiara owned by Nancy, Viscountess Astor, which sold for $1.2 million in London last summer.
SourcingJan 29, 2026
Stuller Website to Mark AGTA-Sourced GemstonesAny gemstones on Stuller.com that were sourced by an AGTA vendor member will now bear the association’s logo.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
WatchesJan 29, 2026
Audemars Piguet Opens AP House in AtlantaThe Swiss watchmaker has brought its latest immersive boutique to Atlanta, a city it described as “an epicenter of music and storytelling.”
SourcingJan 28, 2026
Ethical Gem Fair to Debut Designer Showcase in TucsonThe new addition will feature finished jewelry created using “consciously sourced” gemstones.
ColumnistsJan 28, 2026
Peter Smith: Setting the Next Generation Up for SuccessIn his new column, Smith advises playing to your successor's strengths and resisting the urge to become a backseat driver.
SurveysJan 28, 2026
Consumer Confidence Falls Below Pandemic Lows in JanuaryThe index fell to its lowest level since May 2014 amid concerns about the present and the future.
IndependentsJan 28, 2026
Foundrae Heads to Aspen for Latest Store OpeningThe new store in Aspen, Colorado, takes inspiration from a stately library for its intimate yet elevated interior design.
FinancialsJan 28, 2026
Tiffany & Co., Bulgari Sales Resilient as LVMH’s 2025 Sales SlipThe brands’ high jewelry collections performed especially well last year despite a challenging environment.
CollectionsJan 27, 2026
De Beers London, GemFair Debut New Collection Highlighting Artisanal DiamondsThe collection marks the first time GemFair’s artisanal diamonds will be brought directly to consumers.
SourcingJan 27, 2026
GemGuide Launches Pricing for Montana SapphiresThe initial charts are for blue, teal, and green material, each grouped into three charts categorized as good, fine, and extra fine.
TechnologyJan 27, 2026
Clientbook Launches Appointment Booking ToolThe new tool can assign the appropriate associate based on the client or appointment type and automate personalized text message follow-ups.
SourcingJan 26, 2026
Tucson Preview 2026: Earthy Tones and Innovative Shapes Buyers are expected to gravitate toward gemstones that have a little something special, just like last year.
SourcingJan 26, 2026
Angolan Diamond Cos. Join NDC as Rio Tinto, Murowa Exit Endiama and Sodiam will contribute money to the marketing of natural diamonds as new members of the Natural Diamond Council.
MajorsJan 26, 2026
Francesca’s To Close All StoresThe retailer operates more than 450 boutiques across 45 states, according to its website.
MajorsJan 26, 2026
BIJC Names 5 New Board MembersThe new members’ skills span communications, business development, advocacy, and industry leadership.
CollectionsJan 26, 2026
Tiffany & Co. Celebrates 189 Years of Love StoriesThe jeweler’s 2026 Valentine’s Day campaign, “Celebrating Love Stories Since 1837,” includes a short firm starring actress Adria Arjona.
GradingJan 26, 2026
DCA Updates Colored Gemstone CourseThe new features include interactive flashcards and scenario-based roleplay with AI tools.
MajorsJan 23, 2026
Watches of Switzerland Acquires 4-Store Jewelry Chain in TexasFamily-owned jewelry and watch retailer Deutsch & Deutsch has stores in El Paso, Laredo, McAllen, and Victoria.
WatchesJan 23, 2026
Damiani Group to Acquire Baume & MercierThe Italian luxury company purchased the nearly 200-year-old Swiss watch brand from Richemont.
TrendsJan 23, 2026
Martin Katz’s Earrings Call to Mind Wintry Weather Micro-set with hundreds of diamonds, these snowflake earrings recreate “winter’s most elegant silhouette,” and are our Piece of the Week.
MajorsJan 23, 2026
Rembrandt Charms Names New Director of Creative, Brand StrategyElla Blum was appointed to the newly created role.
