IIDGR | Mines to Market

Forevermark, the diamond brand from The De Beers Group participated in India’s most premium jewelry fair - The India International Jewellery Show (IIJS) held at the Bombay Exhibition Center, Goregaon from the 9th to 12th August 2019. The two-storeyed state-of-the-art booth told the story of natural diamonds while representing all aspects of the De Beers Group business including IIDGR, Forevermark and the De Beers Auction Sales through interesting visuals and technology. Forevermarkhighlighted its latest programs, collections, and innovations. A unique installation depicted the brand’s essence of responsible sourcing, highlighting responsible business practices, support for the advancement of women and protection of the natural world. Some of the collections on display were the Tribute Collection, The Traditional Setting, Bridal Collection, Trends 2019 and Circle of Trust among others. Amid the innovations included, the Tribute Kiosk presented visitors with an opportunity to create their own virtual ring stack and even place an order for it. Gamification was taken to another level as Forevermark designed three interactive games to demonstrate the unique integration between jewelry and gaming. With the 3-year commitment to support the UN’s global movement for the acceleration of gender equality, the #HeForShe wall pledge was set up for on-the-stop pledges. Other innovative and interactive elements included, the design directory to showcase the current designs available, the Training kiosk, Interactive jewelry box and the marketing slot machine to present the various promotions the brand works on through the year. Speaking on the occasion, Mr. Sachin Jain, President, Forevermark, said, “The India International Jewellery Show (IIJS) is a great platform to present our brand to the trade. The exhibition allows us to present our offerings to a wider audience and strengthen our associations with existing partners. This year at IIJS, we focussed on all aspects of the natural diamond business, which the De Beers Group is committed to supporting and strengthening. Forevermark diamonds are natural, genuine, among the world’s most beautiful diamonds and when a consumer purchases a Forevermark, they are reassured with the promise of the brand through the unique inscription on the table of each diamond. IIJS has grown each year and presented greater opportunities to participants. It is the beginning of the festive season and Forevermark has several activities planned over the next few months.”

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