CrimeMay 08, 2025
Former NYC Jewelry Store Employee Arrested in 2017 Choking Death of Boss Michel Desalles allegedly murdered Omid Gholian inside World of Gold N Diamond using zip ties and then fled the country.
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.
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
Supplier BulletinMay 08, 2025
Instappraise Introduces Game-Changing Trifold Appraisal FormatSponsored by Instappraise
FinancialsMay 08, 2025
Brilliant Earth Notes an Uptick in Engagement Ring Sales in Q1CEO Beth Gerstein discussed the company’s bridal bestsellers, the potential impact of tariffs, and the rising price of gold.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
IndependentsMay 08, 2025
Margot McKinney Lands in the U.S. With New BoutiqueThe brand’s first independent location outside of Australia has opened in Beverly Hills, California.
Weekly QuizMay 08, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsMay 08, 2025
Verragio Announces New Regional Sales ManagerCathy Marsh will lead the jewelry company’s efforts in the upper Midwest and western United States.
FinancialsMay 07, 2025
Pandora Posts Strong Q1, Plans for TariffsThe company has multiple strategies for dealing with tariffs, though its CEO said moving manufacturing to the U.S. is not one of them.
Brought to you by
Watch: The Winston Red: GIA Examines the Smithsonian’s Newest AdditionSupplier Spotlight Sponsored by GIA
ColumnistsMay 07, 2025
The Smart Lab: Building a Seasonal Marketing Strategy for Mother’s Day and BeyondConnecting with your customers throughout the year is key to a successful holiday marketing push.
SourcingMay 07, 2025
Gemfields Says Emerald Sales Improved in Latest AuctionIts commercial-quality emerald sale held last month totaled more than $16 million, up from about $11 million in September 2024.
TechnologyMay 07, 2025
Punchmark’s Latest Podcast Features a Very Special Guest National Jeweler Editor-in-Chief Michelle Graff joined Michael Burpoe to talk tariffs, consumer confidence, and the sky-high price of gold.
AuctionsMay 06, 2025
Harwell Godfrey Reimagines 10-Carat Blue Diamond for Met Gala-Ready BroochDesigner Lauren Harwell Godfrey made the piece as an homage to the 2025 gala’s theme, “Superfine: Tailoring Black Style.”
Events & AwardsMay 06, 2025
Here’s Who Made Jewelers of America’s New ‘20 Under 40’ ListExpanded this year to include suppliers, JA’s 2025 list honors 40 up-and-coming professionals in the jewelry industry.
IndependentsMay 06, 2025
Sissy's Log Cabin Opens New StoreLocated in Fort Smith, it’s the Mid-South jeweler’s first store in Northwest Arkansas.
IndependentsMay 06, 2025
Gunderson’s Jewelers to Be Featured on ‘World’s Greatest’ TV SeriesThe episode about the family-owned jeweler will premiere May 17.
IndependentsMay 05, 2025
Zadok Jewelers Opens Store in AustinThe Houston-based jeweler’s new 11,000-square-foot showroom will include a Rolex boutique.
AuctionsMay 05, 2025
Nancy Astor’s Cartier Tiara Heads to AuctionThe turquoise and diamond tiara hasn’t been on the market since it was purchased by Lord Astor in 1930.
SourcingMay 05, 2025
Crater of Diamonds Yields 4-Carat Brown Diamond“The Duke Diamond” is the largest diamond registered at the Arkansas park so far this year.
TrendsMay 02, 2025
Ring Concierge, Kraft Partner on Mother’s Day Macaroni Necklace The childhood craft of making dried pasta necklaces for Mother’s Day is all grown up as the 14-karat gold “Forever Macaroni” necklace.
CollectionsMay 02, 2025
Piece of the Week: Angely Martinez’s Emerald Promise RingSet with May’s birthstone and featuring an earthworm, this ring is a perfect celebration of spring.
MajorsMay 02, 2025
Stuller’s New Bridal Catalog Is Here“Bridal 2025–2026” includes popular styles and a dedicated section for quick pricing references of lab-grown diamond bridal jewelry.
SourcingMay 01, 2025
Tariffs & Colored Gemstones: Relying on Stock, Considering the Ripple EffectThough currently paused, high tariffs threaten many countries where gemstones are mined. Dealers are taking measures now to prepare.
MajorsMay 01, 2025
Peek Inside David Yurman’s New Miami Flagship StoreLocated in Miami’s Design District, the 4,000-square-foot store is an homage to David and Sybil Yurman’s artistic roots.
TrendsMay 01, 2025
Amanda’s Style File: 20 Pieces of Emerald Jewelry for MayMay babies are lucky indeed, born in a month awash with fresh colors and celebrated with one of the most coveted colored gemstones.
MajorsMay 01, 2025
Jewelers of America Opens Applications for 2025 ScholarshipsThe deadline to apply for the Seymour & Evelyn Holtzman Bench Scholarship is June 12.
SurveysApr 30, 2025
Consumer Confidence Hits Pandemic-Level Low Amid Tariff ConcernsWhat’s really worrying U.S. consumers isn’t the present situation; it’s what the economy is going to look like six months from now.
Events & AwardsApr 30, 2025
Instore Show Debuts New Name, Look, and FocusNow called The Instore Jewelry Show, it will include holiday-focused education, interactive workshops, and a window display contest.
