De Beers has helped our diamond business by telling the story behind its pieces

Vikas Kataria, Founder of DP Jewellers, has tasted success with De Beers Forevermark pieces for five years, and is still going strong. He talks to Samit Bhatta, Publisher, The Retail Jeweller Magazine, about all the buzz that is sparkling around the De Beers Forevermark Forum

You have been associated with De Beers for a long time and it has propelled your company to great heights. Tell us how the association has been with Forevermark and the Code of Origin programme?

It is going really well. De Beers and DP Jewellers have been together for five years. De Beers has a wonderful infrastructure in India, and we get to learn a lot from them. The team is very supportive. It has helped our diamond business and also in telling the story behind diamonds, thus boosting sales.

What has the response been from your customers when it comes to De Beers Forevermark Jewellery?

With the Code of Origin and the De Beers brand leverage, Forevermark diamonds have reached a whole new vertical. So, the response has obviously been brilliant. With Forevermark, customers expect wonderful designs and trendy pieces. With the Code of Origin to back them up, consumers become more invested in the pieces as it builds a sense of trust in them.

The De Beers Forevermark Forum is here, and it is celebrating 75 years of the iconic line, “A diamond is forever.” What are your expectations from the forum?

First up, I would like to congratulate the De Beers team on the completion of 75 wonderful years. It is a big and proud moment. Like always, the forum generates a lot of buzz. They talk about new technology and designs, which is very exciting. We are expecting new things. I want them to impart knowledge about segment-wise trends, as I feel that is what we are missing in the sector.

Courtesy: Retail Jeweller India News