Returning to the De Beers parent brand will give Forevermark’s consumers a stronger connection than ever

It is a once-in-a-lifetime experience for Ishu Datwani, Founder, Anmol Jewellers, Mumbai, who related the tagline of ‘Diamond is Forever’ with product brilliance since college days. With the mining brand associating itself with Forevermark diamonds, it’ll help retailers pass on the excellence to consumers easily, he tells Samit Bhatta, Publisher, Retail Jeweller Magazine.

Samit Bhatta (SB): De Beers has changed the brand name to De Beers Forevermark. How wouldit impact the consumer mindset?

Ishu Datwani (ID): I think the impact would be huge. When I was in college, I knew the word De Beers and that the brand is the world’s biggest diamond miner. The word has such a strong connotation and brand identity that the famous tagline ‘A diamond is Forever’ has stuck on people’s minds for a long time. I think the brand Forevermark was coined from that tagline. And now, they are going back to the root identity of De Beers, the parent company. This is going to have a positive impact because most consumers identify with De Beers as a mining company. So, in a way as a retailer, I am telling consumers that my diamond is coming to them directly from the mine. I think there’s going to be a nice, strong brand identity and connection.

SB: You have been part of the Forevermark program since the last 8 years. How do you think is the future of diamond jewellery and Forevermark diamonds till March 2022?

ID: The markets have matured in a big way and it has been a great learning experience. Going forward with CVD’s coming into the market, the need to establish the pricelessness of natural diamonds have becomethe most important. This is where the refurbished certification of De Beers Forevermark scores highly. Every diamond has a certain number that can be checked. Certification of the brand’s diamonds are definitely going to help because there is a differentiator. If you are sitting among 12-15 jewellers, the fact that you are carrying the De Beers Forevermark branded diamond elevates your brand image.  

SB: What are your expectations from Forevermark Forum?

ID: Forum is always fun. Sachin Jain really puts his heart and soul throughout the events and ensures excitement along with work. There’s bonding and camaraderie along with learning which indirectly influences retail standpoints. The topics help to expand scope, inspire and somewhere, help have a better conversation with buyers. The huge rebranding is supposed to bring about a lot more interesting ideas and I look forward to participate with equal excitement.

Courtesy: Retail Jeweller India News Service