De Beers Group Marketing is now known as Forevermark.
The name change comes as a response to aligning the company’s marketing arm with its new brand of diamonds.
“This change is reflective of our long-term commitment, enthusiasm, and determined vision for Forevermark, which has the goal to become one of the world’s leading diamond brands,” said Forevermark CEO Francois Delage.
Forevermark diamonds are inscribed with a unique identification number and icon that is invisible to the naked eye.
The company says the new name will apply to the company’s marketing headquarters in London, along with its grading and inscribing facilities in England and Belgium. Next comes Hong Kong, China, India, Japan, and Taiwan before the year is out. The U.S. remains unaffected due to anti-trust laws that prevent De Beers from selling the Forevermark diamond.
