De Beers branded diamonds do well in South Africa

Forevermark jeweller in South Africa, has reported that sales of the De Beers' diamond brand have exceeded projection by three times within the first quarter of trading.

Christina Hendricks, “Mad Men” actress, as one of the presenters at the 65th British Academy of Film and Television Arts (BAFTA) awards in February this year wearing a pair of 4.72 carat Forevermark Millemoi chandelier earrings.

According to Brett Parker and PJ Kirkland, GMs of the Montecasino and Cape Town stores respectively, good sales were achieved in terms of both volume and value since the local launch of the brand in November 2011.

First launched in 2008, it built a significant presence in Hong Kong and China and rolled-out across Japan, India, the US, Singapore, Malaysia, the Caribbean and Mexico. The brand has resonated well with consumers, offering a promise of beauty, rarity and responsible sourcing, key factors that have helped to drive success to date.

"The stores cater predominantly to foreign travellers, with a significant segment comprising visitors from China and Hong Kong where there is a strong and growing affinity for diamonds, particularly those associated with the De Beers name," says Parker.

Whilst locally branded jewellery traditionally has not traded well, the pull of an aspirational international brand of this calibre has completed its retail offering exceptionally well, he said.

Less than 1% of the world's diamonds are eligible to be so branded. The Forevermark icon inscribed on each diamond is proof of the brand's promise. Invisible to the naked eye, the inscription can be seen using a special viewer found in store.