September 27, 2005
DTC to Roll Out Forevermark to New Markets
Following the success of the Forevermark pilot program in Hong Kong, the Diamond Trading Co. is developing plans to launch the Forevermark in four of the world's key diamond jewelry markets: Japan, China, India and the Persian Gulf by the end of 2006. The DTC Forevermark represents a trail of assurance from DTC to its clients and their customers and guarantees the diamond being purchased is genuine, natural, has been supplied by DTC and has not been altered or treated by any artificial means. Each diamond inscribed with the Forevermark is accompanied by a certificate of authenticity, representing DTC's commitment that the diamond has been sourced and crafted in an ethically, socially and environmentally responsible way.
Every DTC Forevermark diamond is inscribed on the table with the Forevermark icon and an individual serial number, meant to reinforce the uniqueness of each stone and guarantee the diamond has been watched over by De Beers. Invisible to the naked eye and confirmed by gemological laboratories as not affecting the grade of the diamond, the size of the Forevermark inscription is only 1/20th of a micron deep (1/500th the thickness of a human hair) and can be seen using a proprietary Forevermark viewer.
The Hong Kong pilot was launched in September 2004. Nine DTC sightholders, and their chosen retail partners, were authorized to use the Forevermark on the basis that they satisfied core objective participation criteria. Demand for the Forevermark over the past 12 months has been buoyant, says DTC, and some new interested sightholders and their retail partners qualified for participation in the full roll-out of the Hong Kong Forevermark program in November 2005, as the pilot period comes to an end.
Encouraged by the experience of the Forevermark pilot in Hong Kong, DTC aims to make it increasingly available to sightholders while ensuring the project remains a sustainable business model. Further details on DTC's plans for the launch of the Forevermark in the four new markets will be communicated to sightholders.
DTC says it believes the Forevermark can play an important role in building and sustaining consumer confidence in diamonds. The key objective is to reduce consumers' perceived anxieties in purchasing diamonds by offering customers and the diamond jewelry industry a simple, secure and costeffective way to proactively identify natural, untreated and ethical diamonds.