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Forevermark to focus as jewellery brand, will stop using De Beers brand name

De Beers’ Forevermark will cease supplying loose diamonds, in a shift toward becoming an India-focused jewellery label selling solely at its own branded stores.

The business will also move away from using the De Beers name, reversing a rebrand it carried out three years ago, executives from the miner said Tuesday in a letter to Forevermark partners. The transition will begin in April 2024 and be complete by January 2026.

“Until now, the brand has mainly sold loose polished diamonds that have ended up in jewelry offered at retail. This will shift to Forevermark selling finished jewelry — a change similar to one the brand considered but rejected in 2022.

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