Variety
Forevermark diamonds might sound important from the way they are described. Rather, it is a well-crafted marketing campaign. In fact, even if you were interested in buying a conflict diamond, it would be extremely difficult to find one because of the Kimberly Process and strict customs laws.
It’s equally possible to find any other diamond in reputable stores that is as rare, beautiful, and ethical as this one. There is nothing particularly special or unique about De Beers’ diamonds in this context.
For example, Whiteflash, Blue Nile and James Allen offer an array of quality diamonds, equipped with high-res imaging and videos and diamond certificates. As well as their commitment to consumer education, they also maintain transparent business practices.
One of Forevermark’s marketing tactics is its patented technology used for the inscription of the Forevermark. Forevermark’s inscription is only 1/20th of a micron deep and is found on the table facet, instead of the usual laser inscription used by gemological labs like GIA.
Generally speaking, the inscription doesn’t enhance the beauty of the diamond or change it in any discernible way from the consumer’s perspective. As far as practical considerations are concerned, the identification mark is not much different from laser-engraved identification marks on diamond girdles.
Oh, and, the only way to see the inscription is through a microscope.
Since Forevermark is only available in select retail stores, it is difficult to compare prices. It comes down to marketing in the end.
Ease of Use
The Forevermark brand represents De Beers’ blinding push into the millennial market.
Still, the website, advertising, and packaging certainly evoke a feeling of elegance and luxury. It may lack the rich history of its competitors, but Forevermark’s branding and overall ‘premium’ finish make it a worthy competitor.
It’s impossible to know what the diamond really looks like without high-resolution images and videos. They do have a rather cool try on feature that allows you to virtually view jewlery on, but it’s more for fun than anything else.
Although the diamond certificate can be viewed, you cannot get any further information about light performance, such as ASET imaging or Hearts and Arrows view.
As a result, you are essentially making a blind purchase. In the world of diamonds, this is a dangerous game.
A quick glance at Blue Nile, James Allen or Whiteflash will show you the difference in image quality. To help you find exactly what you’re looking for, they combine their outstanding imaging with 360-degree views, videos, and filters.
You might conclude this is Forevermark’s approach since they have locations across the country, so you should be able to visit. As such, this does not meet the needs of today’s more informed shoppers.
The Selection
As far as De Beers engagement rings go, Forevermark is definitely a standout.
In addition to being innovative and creative, their designs are exceptionally well executed. Its pave is sublime, and each engagement ring possesses an effortlessly luxurious finish.
Encordia, Forevermark’s Greek-inspired collection, is an outstanding example of its unique craftsmanship.
Unfortunately, collaborations with designers will only be available at Forevermark retailers. Forevermark jewelry is not sold online at all, which is even worse.