Stephen Lussier of Forevermark - Number 35

Forget the 24 carat diamond that was once upon a time an aspirational purchase. It's now time to be wowed by 35 carat diamonds and that too only an exclusive duo!

By: Karishma Parkash

Posted on: May 10, 2011

Forget the 24 carat diamond that was once upon a time an aspirational purchase. It’s now time to be wowed by 35 carat diamonds and that too only an exclusive duo!

Being a woman has many advantages. With friends like Diamonds, Dior, Dolce&Gabbana, Donna Karan and others, I sure cannot hear any woman complaining. Topping the friendship chart, every woman’s best friend - diamonds - are expanding their pool of admirers by the second. Ask Mr Stephen Lussier, CEO of Forevermark, whose forte lies in these beautiful gems, and shake your heads in approval at his fascination. “If I had to describe diamonds in one word, it would be ‘beauty’. Serving as a great source of inspiration, it is impossible to tire looking at them! When rough they hold a promise of the sparkle that is yet to be unleashed and when polished, each Forevermark diamond is breathtaking,” he said.

In a brief but interesting tête-à-tête with the CEO, who is also Executive Director for De Beers, External and Corporate Affairs, and sits on the De Beers main group Executive Committee, Mr Lussier shares his thoughts and proficiency on a subject that can never fail to be interesting.

Go on, diamond me
If diamonds itself weren’t enough to make you weak in your knees, say hello to the Yin Yang diamonds. Delighted to announce its retail entry in New Delhi and Mumbai in India, Forevermark showcased the exceptional Yin Yang diamonds to mark the launch. What’s special about them? Feast your eyes on the world’s largest pair of highest colour and identically cut flawless diamonds, weighing approximately 35 carats each! Partnering with some of the most esteemed jewellers in the country including Rose, Anmol, TBZ, Orra, Notandas, and Mahesh Notandas among others, Forevermark promises to give women nothing but the best.

“We select our partner jewellers as carefully as we select our diamonds. Each is aligned with our brand promise of quality and integrity and has met the high standards required to become an authorised Forevermark jeweller. Having launched in Bengaluru in January and Mumbai and Delhi last month, we will also be expanding into Chennai, Hyderabad and Kolkata later this year,” added Lussier.

For those who are new to Forevermark, it is a separately managed division within the De Beers family of companies. The division holds responsibility within the De Beers family of companies for driving diamond demand in key markets and maintaining consumer confidence in diamonds. Celebrities that have worn Forevermark diamonds on the red carpet include Nicole Kidman, Yasmin Le Bon, Michelle Yeoh and Julianne Moore, Joely Richardson and Uma Thurman. Supermodels Natalia Vodionova and Helena Christensen have also graced glamorous events wearing Forevermark diamonds. Closer home, from Bollywood, Bipasha Basu, Karishma Kapoor, Katrina Kaif, Preity Zinta and Rani Mukherjee among others, adorned the jewellery at the Being Human show at HDIL Couture week.

Specially for you
Remember the saying a diamond lasts forever? Well, ask a woman who proudly adorns herself with these precious gems and you will know how. Understanding the sentiment associated with each gem purchased, Forevermark diamonds are the world’s most carefully selected diamonds with a unique inscription at every diamond’s heart. This inscription is a promise that the diamond has been carefully selected to meet Forevermark’s standards. 

Invisible to the naked eye, the inscription can be seen using a special Forevermark Viewer (only found with authorised Forevermark jewellers). It is also recorded on the personalised Forevermark identification card accompanying every Forevermark diamond.

Wondering if you can customise the Forevermark inscription number? Sadly not. “I’m afraid that we have only ever customised the inscription number on very special occasions as each number is unique to that particular diamond. The owner can be safe in the knowledge that their diamond will always be identifiable as theirs and theirs alone,” said Mr Lussier.

Throughout history, diamonds have been perceived as the ultimate in luxury and beauty. The gift of a diamond transforms the most special or romantic occasion into a treasured moment. When selecting a diamond, you should be confident it will be one you are proud to give, or cherish forever. Impressively enough, less than one per cent of the world’s diamonds are eligible to become a Forevermark diamond. Each offers a promise over and above the traditional 4Cs. Every Forevermark diamond has been responsibly sourced and has been nurtured at every step of its journey. So the next time you are in doubt while purchasing a diamond, don’t. Leave the worrying to the experts as only a select group of Master Diamantaires are eligible to cut and polish Forevermark diamonds. Not only this, but only a few, exclusive jewellers, each passionate about creating the finest designs, are able to sell these diamonds at retail.

Yin and Yang
Coming back to the diamonds that took my breath away, Yin and Yang have managed to arouse considerable interest. Even Mr Lussier is a true fan of the pair and shared that the two diamonds were truly special. “As the world’s largest identical pair of flawless round brilliants - they are absolutely breathtaking! They are the epitome of diamonds as miracles of nature. What makes them more unique is that they have recently been inscribed as Forevermark diamonds. Each of them now bear the brand icon and an individual number to demonstrate that they have met the high quality and integrity criteria required by Forevermark,” he states.

If you’re wondering how the beautiful duo got its name, Mr Lussier opines that the peerless stones are a perfect example of two complementary entities that interact to form a greater whole - the natural metaphor for Yin Yang. Seems perfect, doesn’t it? Mr Lussier, in fact, finds the duo inspiring. “The diamonds are currently not set as a piece of jewellery. That said, they inspire creative ideas from everyone who sees them! The woman or man who will ultimately own them is going to be very fortunate.”

Coming home

Strong leadership always leads to success and taking the right decisions at the apt time is the key to victory. A live example is that of Forevermark. Since taking on the role of CEO, Mr Lussier has seen the brand grow to over 300 doors and reach over $150 million in retail sales. Yet, one may wonder why the brand chose to mark its entry onto Indian soil so late in the stage. But the CEO is not the one to worry and thinks that their entry into the Indian market was a perfect and timely one. He says, “As a brand, we’ve achieved results in less than two years. So I wouldn’t say it’s a late entry to India, just a timely one. As you say we’ve established the brand in Asia and will be concentrating on expanding across India this year, we’re also looking at launching in the US later this year. Our goal is to build Forevermark as the world’s leading diamond brand and I believe we’re well on our way to achieving that goal – especially as we’re seeing such great consumer response in India which is a definite key market for us.”

India is a country extremely fixated by gold. Not to say that Indians don’t love diamonds too. We love all kinds of jewellery! But all this aside, Mr Lussier is assured that India has great potential for a diamond market. “India has a long history and a great love for gold, but also for gemstones and indeed diamonds. We’re seeing more and more demand in India. In fact, it’s the fastest growing diamond market in the world. That’s why we believe now is the right time to launch here. Forevermark diamonds are the world’s most carefully selected diamonds. This has a special resonance here in India where consumers are naturally discerning.”

Discerning or not, who can turn their face away from a sparkling diamond? Get ready to be adorned!

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