We are bringing our diamond team for a good buying experience for Forevermark Forum 2021: Pratap Kamath, Abaran Timeless Jewellery

Abaran was the first brand to launch Forevermark in 2007. Over the years, Forevermark diamonds has become a favourite for the brand’s clientele. With the much-awaited De Beers rebranding, Pratap Kamath, MD, Abaran Timeless Jewellery, Bengaluru hopes for only the best as he lays down his thoughts before Samit Bhatta, Publisher, Retail Jeweller Magazine.

Samit Bhatta (SB): What do you think about the change in branding after almost 10-12 years from Forevermark to De Beers Forevermark?

Pratap Kamath (PK): Abaran has always stayed in the know about Forevermark’s growth since its inception in 2007. About 25 years ago, De Beers came in and started the Nakshatra campaign in the early 2000s. We are proud as the first partners of Forevermark in India in 2011 when they did a full-fledged launch. So, it has been a long journey and we are really excited about the current branding. De Beers, the name, brings a lot of value. It took time for Forevermark to get recognized, but De Beers is something everybody identifies with, whether it’s a retailer or consumers. One thing everybody knows is that De Beers is a great diamond brand. I am very happy that they have rebranded and aligned De Beers with Forevermark. It was on my mind for several years as to why they don’t do that, so, I think they have understood the importance of it.

SB: You have been part of Forevermark stories for many years. What do you think about your association with De Beers and Forevermark? What are your hopes about the future of Forevermark in India and what are you expecting from Forevermark Forum 2021?

PK: Since 2011, when we formally launched Forevermark, the journey has been great. Several collections were launched and we got a great response from the consumers. In fact, we have lots of consumers walking into the store, especially asking for Forevermark. Initially, we had to push the consumers about how different Forevermark diamonds are and what are its advantages. Whereas today, we see a significant change in the consumers’ buying pattern and behaviour, as they insist on Forevermark products right after walking in. We are also happy to tie up with Forevermark for their ‘Code of Origin’ range, which gives the consumers details of the mine from which diamonds are sourced. Besides that, it also gives them a sense of legitimacy and authenticity that the diamonds are conflict-free and responsibly sourced. Whatever collections launched by Forevermark and whatever programs they are launching, we have always been a partner with them and we hope to continue this way ahead too. By the end of this year at South Bengaluru, we would be having Forevermark Boutique coming up. We are proud to be partnering with De Beers Forevermark at this boutique.

SB: What are you expecting from the Forevermark Forum which is starting on the 24th of August in Mumbai? 

PK: This time, Covid lockdown lasted a little longer. Markets opened from 21 June in Karnataka and Bengaluru to low sales. But diamond sales have picked up and the sales have been really good. In July, in spite of the Ashar month which is considered inauspicious, diamond sales have been very good. Keeping up with a rising demand for diamonds, we look forward to new collections which partner manufacturers of Forevermark are likely to launch. So, I am excited as we have a great lot of buying to do at the Forum. From the back office persons to sales executives, our entire diamond team will be there.

Courtesy: Retail Jeweller India News Service