De Beers Forevermark

To understand Forevermark diamonds and their place in the market, we can’t ignore the 125-year-old elephant in the room: De Beers. With its remarkable campaign to make diamond rings synonymous with engagements, De Beers has played a leading role in the industry.

Despite being primarily a mining company, De Beers is responsible for so many iconic marketing campaigns. The company was established in 1888 in the United Kingdom and holds among the most famous slogans in marketing “A Diamond is Forever”, which many dubbed the “Slogan of the Century”.

Following the turn of the century in 2002, De Beers entered the consumer market by opening their first stores. In the years that have followed, they have expanded their influence in the retail market in a variety of ways. 

Enter Forevermark stage left. 

Taking a closer look at Forevermark diamonds, we decided to learn whether the brand’s marketing hype holds true in this Forevermark De Beers engagement ring review.

Forevermark at a Glance

Jump to:

  1. What is the Forevermark story?
  2. What is most appealing about Forevermark?
  3. What diamond and jewelry products does Forevermark offer?
  4. What sets Forevermark apart from others?
  5. What does Forevermark packaging look like?
  6. Are you the ideal Forvermark customer?

1. What is the Forevermark story?

De Beers Forevermark homepage, with diamond rings on display, with an option to explore their new Forevermark avanti wrap collection range


Due to their huge mining operations, De Beers controlled the world’s diamond supply (and indirectly, prices) until the 1990s.

The diamond supply market completely changed when new mines were discovered around the world, and new players entered the industry. De Beers’ core business of selling rough diamonds suffered as a result of increasing competition and political changes.

As part of De Beers’ effort to diversify their business to include retail, the Forevermark brand was created in May, 2008. To compete against well-established brands like Tiffany and Cartier, De Beers positioned Forevermark as a luxury product brand.

It has been a phenomenal journey for Forevermark since its inception. As of now, Forevermark has become a global brand with a vast consumer base.

With the help of partnerships with large jewelry retail chains, Forevermark’s diamonds are now available in thousands of stores around the world. 

Although Forevermark is part of the De Beers family, it cannot be assumed that it will hold the same standards and prestige as the De Beers brand. Let’s see what we can deduce

2. What is most appealing about Forevermark?

Grading Authority

Forevermark diamonds are described as ‘beautiful, rare, and responsibly sourced’. They even claim that less than 1% of the world’s diamonds have the eligibility to don the Forevermark inscription.

Advertisements even go as far as to describe them as “The World’s Most Carefully Selected Diamonds.”

With such luxury connotations, you might be shocked to see a grading report that looks like a piece of white corrugated cardboard. In the context of a brand that is attempting to build a luxury reputation in the minds of consumers, it seems out of place.

Aside from aesthetic considerations, we would like to bring to your attention the fact that De Beers’ Forevermark Diamond Institutes grades Forevermark diamonds.

Rather than sending diamonds to an independent, third-party laboratory, Forevermark Diamond Institutes grade diamonds in-house. Essentially, you may pay more for a lesser-quality stone that does not carry a respected, recognized certification.

A reputable third party lab report is objective and consistent, with each diamond evaluated to the same standard. Unlike GIA, AGS or IGI certification, typically store-own labs and certification provide inaccurate and inflated grades solely for profit maximization. 

Reputable online sellers like Blue Nile, James Allen and of course, Whiteflash, offer diamond certification from top-tier laboratories with competitive pricing, without pulling you into a brick-and-mortar store. Shop with complete confidence, as they offer both a liberal inspection period and a free return policy for peace of mind.


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. 

Using our great diamond search tool, you can locate the perfect diamond for your dream ring. There are over a million loose diamonds available for you to choose from, allowing you to focus on what matters most to you.

The Experience

Forevermark boutique store, with different types of diamond jewelry on show


There are authorized jewelers in Canada, Europe and Asia that carry De Beers Forevermark; with the company’s headquarters situated in London and the first Boutique in the Us located at Broadway Plaza in Walnut Creek, California. With its almost clinical feeling white branding, it’s airy and bright with natural motifs. 

There’s a huge presence in Asia, with a recent celebration for the 1,000th Forevermark store in China opening. With an omnichannel model that offers a contemporary, highly interactive and engaging consumer experience, Libert’aime by Forevermark offers a new retail concept designed to appeal to China’s 420 million millennials.

With that said, it’s pretty difficult to summarize the Forevermark experience so succinctly. 

The fact that Forevermark is geared entirely toward an in-house experience saddens us. In other words, the interaction between you and the seller will be totally controlled by the salesperson, who will be more interested in their ‘cutting edge’ inscription than the quality of the diamond.

There’s no doubt that De Beers Forevermark’s advertising campaign is brilliant. There is something so romantic about it – it almost makes us want to buy a Forevermark Diamond and set it in a halo setting for the woman who is the center of my universe! That’s some brilliant advertising.

Nonetheless, the fact that their products can only be purchased through authorized brick-and-mortar stores (Neiman Marcus, Jared, Rogers Jewelry Co, and Ben Bridge for example) is a major turn-off. As a result, there will be less convenience and a higher overhead cost that’s passed to the unsuspecting customer.  

Despite this, if you fall in love with one of their exquisite designs, you will have difficulty finding anything similar. Despite Forevermark’s high prices, shopping there would make sense in this case.

3. What diamond and jewelry products does Forevermark offer?

If you’re looking for an engagement ring that’s both timeless and unique, a gift that makes a lasting impression, or a family heirloom that’s well worth passing on, Forevermark is definitely worth a look. 

Often overlooked, Forevermark’s collections include not only engagement rings, but also elegant bracelets, exquisite earrings, and much more – all showcasing the signature Forevermark stone.

The following collections are among its most popular:

We recommend you, prior to considering Forevermark's luxury, check out our reviews of some of our vetted vendors, including Blue Nile™, Whiteflash and James Allen. These vendors will provide you with the best diamond shopping experience online.

4. What sets Forevermark apart from others?

Inscription: This is where things get just a little gimmicky. An inscription on the girdle of the diamond is a common way for brands to identify their diamonds. It was decided that Forevermark would engrave their inscription on the diamond’s top.

With some innovative technology, they are able to make an incredibly light inscription. The inscription is only 1/20th of a micron deep, so you are not able to see it from the top, and it has no effect on the diamond’s brilliance.

Control of Sourcing:  You can be assured that each Forevermark diamond has been sourced through De Beers’ channels with the unique diamond code you get with it.

Contributes to Women Empowerment:  In communities that produce diamonds, Forevermark is committed to improving the lives of women. In order to strengthen the communities they work with, Forevermark believes in giving back to them. ‌‌A Forevermark diamond signifies the dedication to elevating women across all communities – which is undeniably admirable.  

5. What does Forevermark packaging look like?

Forevermark's distinct inexpensive white packaging

Simple, white with a crisp logo. The Forevermark packaging might not look all impressive, but the best part of it is that it’s eco-friendly!  

Made using a paper that’s certified from a sustainable source, the satin ribbon is made from recycled plastic bottles too. This is perfect for appealing to its savvier, more environmentally-conscious consumer: the millennial. 

Sure, it’s no Tiffany, but it doesn’t need to be to capture the hearts and wallets of the market. 

6. Are you the ideal Forevermark customer?

When it comes to diamond rings, you need to make sure that you’re getting the most value for your money. They represent a significant financial and emotional investment.

You might be interested in Forevermark jewelry if you are looking for branded goods with that feel-good factor. As with Cartier or Tiffany, Forevermark charges a premium on par with big brands. However, in the eyes of the general public, their brand recognition doesn’t compare and they must lean heavily on the De Beers names.

De Beers, after all, created the most successful campaign in history to make diamonds romantically associated with love.

In light of the vast variation in cut grades for diamonds with Very Good to Excellent grades and symmetry/polish ratings between Good and Excellent, they may not be the best place to choose diamonds for those who expect nothing but the best. 

The engagement rings and bridal jewelry made by Forevermark would be some of the most beautiful on the market if they utilized independently graded diamonds. Sadly, this is not a flaw that can be overlooked, as it is the most important component of an engagement ring.

In order to get a stunning engagement ring, it is imperative that you choose a high-quality diamond. While we are not disputing that Forevermark offers beautiful diamonds, we believe that their methods of selling them leave a lot to be desired. In spite of their high markup, these diamonds are being sold without much information.

In the modern era, diamond buyers are well informed – the increase in information and growth of online diamond vendors have placed the traditional jewelry store in an unflattering light. 

Alternatively, you can find top quality diamonds for a fraction of the price at other online retailers that don’t charge for a name. Is there any reason why you should be paying more?

It may be unfair to compare Forevermark to the online powerhouses and their collections such as Astor by Blue Nile, Whiteflash A CUT ABOVE, and James Allen True Hearts‘, the benchmark and the standard diamonds should be held to. 

You will not be disappointed by the quality, education, and prices.

Along with diamond-related education, including reviews of well-known vendors, PriceScope encourages consumers to perform comprehensive research before they make a diamond purchase.

Not satisfied with Forevermark’s poor certification and grading? We recommend browsing our huge inventory of loose diamonds, allowing you to choose the features that are non-negotiable to you in a diamond.

Get fast answers to any question: Ask our community of unbiased independent helpers or use our diamond search to find your ideal diamond.

The information in this review is current, to the best of our knowledge, as of September, 2022. 

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