updated 28 Dec 2011, 09:30
user id password
Fri, Jan 07, 2011
Email Print Decrease text size Increase text size
Celebs love Forevermark gems
by Joy Fang

All those who love diamonds, rejoice: The rare Forevermark gem has reached our shores.

The two-year-old diamond brand from De Beers Group is a hit among both Western and Asian celebrities. Hollywood stars such as Carey Mulligan, Eva Longoria and Mariah Carey were all seen donning the brand's pieces at last year's Oscars.

Hong Kong model Lisa S and Taiwanese singer Vivian Hsu also count themselves as fans, wearing Forevermark's range of bracelets and earrings to the Asian Film Awards in March last year.

The label prides itself on its high-quality and stringently selected diamonds - less than 1 per cent of the world's diamonds are eligible to become a Forevermark diamond.

A unique Forevermark icon and identification number - invisible to the naked eye - are inscribed on all its diamonds. The number can be used to trace the diamond back to its source.

Forevermark was first launched in China, Japan and Hong Kong in 2008, garnering more than US$100 million in retail sales in the first 12 months.

It raked in about US$200 million (S$258 million) in Asia in the first 10 months of last year.

The range can be found at only 10 Lee Hwa Jewellery stores here, including those at Plaza Singapura, Parkway Parade, Nex and Jurong Point. Prices start from S$900 for a pendant.

Ms Elaine Ng, senior brand manager of Lee Hwa Jewellery, said she is confident that the range will be a huge hit. More than 50 per cent of Lee Hwa's customers look for brand-name diamonds that are known for their quality cut.

She added that consumers also tend to focus more on the size and shine of a diamond, so Forevermark's Encordia collection - featuring an ancient Greek love knot - will be much sought after here.

Jewellery in the Encordia range feature a ring of white gold circling the main stone, giving the illusion that the diamond is bigger.

The unique setting of Forevermark diamonds helps the stones capture more light, making the main diamond look brighter.

Said Mr Stephen Lussier, chief executive of Forevermark: "We are looking forward to introducing the Forevermark brand, with its unique promise of quality and integrity, to this exciting market."

For more my paper stories click here.

readers' comments

Copyright © 2011 Singapore Press Holdings Ltd. Co. Regn. No. 198402868E. All rights reserved.