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Forevermark is the diamond brand from De Beers Group, which has a history of diamond expertise spanning more than 130 years. Less than one per cent of the world’s natural diamonds are eligible to become a Forevermark diamond and be inscribed with the Forevermark icon and individual number. Forevermark diamonds are carefully selected and come from sources committed to high standards; only the world’s finest diamantaires are selected to cut and polish Forevermark diamonds, using skill and artistry passed down through generations. Forevermark diamonds are exclusively available from select authorised Forevermark Jewellers.


Every Forevermark diamond starts its journey as a natural mineral sourced from a handful of carefully selected mines in countries such as South Africa, Botswana, Namibia and Canada. Forevermark diamonds are mined deep below the ground, from the ocean, and even from beneath an Arctic lake. Each mine must meet exigent business, social and environmental standards that go beyond the Kimberley Process and must pass rigorous third-party auditing.


Drawing on vast experience, diamond sorters masterfully assess the distinct characteristics of each rough diamond to ascertain those of potential Forevermark quality. Once the rough diamonds have been mined, diamond sorters assess and segment the diamonds according to their natural characteristics, looking at their color, clarity, size and shape.



Forevermark has been awarded the Butterfly Mark for their measurable impact and company-wide commitments to sustainability.

Want to learn more? Click on the interactive Butterfly Mark on your left and scroll through each Positive Action to read a short description of the brands efforts and achievements as verified by Positive Luxury. You will also be able to find the interactive Butterfly Mark online on the brands website, retailer and partner sites.


Master craftsmen known as Forevermark Diamantaires begin the careful process of cutting and polishing the diamonds they believe will meet Forevermark’s strict quality standards. These skilled artisans unleash the brilliance, fire and scintillation of every diamond, creating a unique masterpiece in each one. Experience, time and patience are essential. As each and every facet is carefully exacted, even one mistake could reduce the diamond’s light and beauty.


A diamond will go through, at minimum, a seventeen-step evaluation process here, being rigorously examined by diamond experts for any flaws or imperfections that will impact its beauty. The diamonds are also scanned by proprietary machines to check for their authenticity, carat weight and symmetry, and then hand examined for color categorization and inclusions, or flaws visible to the naked eye. A Forevermark diamond must be natural and untreated, and must have close to a perfectly polished table, where the inscription is placed.



Diamonds that are eligible to become Forevermark are sent to the De Beers Group Institute of Diamonds, with locations in Antwerp, Belgium; Surat, India; and Maidenhead, United Kingdom.

Only once a diamond’s provenance and quality are confirmed can it receive the Forevermark inscription. Invisible to the naked eye, the Forevermark inscription includes the Forevermark icon and a unique number. The inscription is 1/20th of a micron deep  – 1/5,000th the thickness of a human hair  – and is placed on the table facet of the diamond, using confidential, proprietary technology. It does not affect the internal quality of the diamond.

The inscription also allows each Forevermark diamond to be registered by name, confirming it as uniquely as the wearer.


A Forevermark diamond may be acquired from an Authorised Forevermark Jeweller as a loose diamond to place in the setting of one’s choice or in a piece of finished jewellery designed and manufactured by one of their select design partners. Only a Forevermark diamond can live up to the promise of forever.

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