The industry is eagerly anticipating the on-ground event of the annual Forevermark Forum, and this year’s event will see several important announcements being made, says Sachin Jain, Managing Director, De Beers India
In a welcome development, Forevermark Forum, the annual event of the diamond brand from the De Beers group, for its authorised jewellers, diamantaires and manufacturers from around the world, is all set to be conducted as an on-ground event in Mumbai this year from August 24th to 26th, 2021. As the numbers are restricted, the brand has also developed their virtual platform and people can register on www.forevermarkforum.comto attend digitally.
The Forevermark Forum is one of the most anticipated events in the industry. Speaking about the upcoming event, Sachin Jain, Managing Director, De Beers, says, “The annual De beers Forevermark forum 2021 is a milestone in itself; it symbolizes the cohesive force and combined belief of those who believe in the glorious future of the natural diamond category. Each forum is a landmark in our journey to achieve the true potential of the category. Having said that, 2021 is unique as it's a change year for the entire organization both externally and internally. The topmost highlight for this year would be the rebranding into De Beers Forevermark, the Code of Origin programme, the master brand campaign and finally, then is the launch of the statement Avaanti Collection."
Make Life Brilliant
Each year, the event has a theme, and this year, the theme is “Make Life Brilliant”. Explaining the rationale behind this, Jain says that the pandemic brought a lot of misery worldwide, but some industries stood out in the crowd by playing a responsible corporate role. “We have seen what the pandemic did to the overall world, few industries came out shining bright and ours is one of them. It happened because of what diamonds do, what they mean to consumers and their lives, the value,meaning and the responsibility to shape the future which is based on what we are envisaging as ‘Making Life Brilliant’, which is not just about the bling of the diamond, but also the communities where we mine, the artisans who work on our diamonds, workers who venture into that pipeline,” he explains.
The Forum will also see Forevermark make several important announcements. Jain says, “The annual De Beers Forevermark forum 2021 is a milestone which symbolizes the combined belief of those who believe in the glorious future of the natural diamond category. Each forum is a landmark in our journey to achieve the true potential of the category.
Having said that, 2021 is indeed special and a change year for the entire organization both externally and internally. The topmost highlight for this year would be the rebranding into De Beers Forevermark, the Code of Origin programme, the master brand campaign and finally, then is the launch of the statement Avaanti Collection.
Harnessing a unique visual style, the Forevermark Avaanti™ campaign; ‘The First Ripple’ celebrates the power of possibility and encourages women to unleash their own ripple on the world.
We had tested the product in our main markets. The response to the Avaanti collection has been unanimously strong as retailers are ordering large numbers. The product is available to all authorized De Beers Forevermark retailers worldwide. This will hit Indian markets in September. Besides these highpoints, we will share lot of data from our ongoing research in the Indian market.
Code of Origin
Additionally, the Code of Origin project will begin at the event. “The De Beers Code of Origin is part of the larger vision of the brand for a better future through 12 sustainable goals based around leading ethical practices across industry; partnering for thriving communities; protecting the natural world; and accelerating equal opportunity. The Code of Origin program is available in India to a range of diamonds 0.08 cts in the form of a jewellery certificate defining the colour and clarity band and will be made available to authorized retailer partners across the country. Each piece of jewellery purchased provides the buyer with proof that his/her diamonds are natural and conflict free, and were discovered by De Beers in Botswana, Canada, Namibia, or South Africa. It tells the consumers that the diamonds they adorn have helped provide jobs, education, healthcare and wildlife conservation in these regions. Consumers can find their 12-digit code beginning with the letters DBM engraved on each piece of the jewellery they purchase. The code, that can also be viewed on the De Beers Code of Origin card, accompanying each piece of jewellery, offers a guarantee to buyers that the diamonds in their jewelry are 100% natural, traceable, sustainably sourced. The program caters to the younger, more informed, and environmentally conscious consumers. The Code of Origin is creating the path for those retailers in the journey of ordinary to extraordinary.” says Jain.
The Forum will also touch upon the direction that the business will be taking in the coming years, share research findings on the Indian market,will have eminent speakers as part of the knowledge series and a lot more in store.
All in all, the event is expected to provide a boost to the morale of the industry and pave the way for the future.