JOHANNESBURG — Forevermark, De Beers’ diamond brand that guarantees that each stone is responsibly sourced, launched in South Africa this week.
“In the last four years since we first entered the market, starting in China and Hong Kong, and then expanding to 10 countries around the world, including the United States, there was always a piece missing,” said Forevermark chief executive Stephen Lussier at the launch event held at Wits University Art Museum here. “Even if this year we look set to surpass the half-billion dollar mark in sales internationally, there was one thing that to me was emotionally missing. And that was the fact that we weren’t here in South Africa. After all, this is the emotional home, it’s the heritage of De Beers. It’s been, for the last 124 years, where the expertise of the brand is based. So I think it’s particularly special for us to be able to bring Forevermark to South Africa.”
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