Have you ever wondered what makes diamonds so precious? Why do these gems symbolize love, power and energy?
Throughout history, diamonds played an integral role. To some it was a sign of luxury and power while to many, a symbol of love. Join Forevermark, the diamond brand from the De Beers Group, through a series presenting the story of Mother Natures’ most precious gifts.
With a diamond expertise dating back to over 130 years, the De Beers Group, is a name to reckon with in the sparkling world of diamonds. Every Forevermark inscribed diamond is completely natural, hand-selected and comes with a promise that it is beautiful, rare and responsibly sourced.
When humans first found these valuable gems, which were far more beautiful than they had ever seen, they couldn’t comprehend what to do with it. Diamonds were called ‘stones with superpowers’ as fire and metal had no effect on these treasured gems. Kings wore them to wars as lucky charms and queens adorned them in their jewelry.
The story of the magnificent stones eventually reached global powers like Europe where it came to be a mark of elegance only for the rich and privileged. The 20th century was a devastating time for the world with two major wars pushing humanity to the brink of destruction. However, post the two world wars, people came together with a newfound sense of bonding and love. Diamonds were considered a sign of love and were now becoming more popular. The diamonds needed to be fit into jewelry and the remarkable strength of these stones made it difficult to cut and design. Diamond cutting industry spread across the world.
De Beers group hired an advertising agency during this time, which came up with the popular tagline, “A Diamond is Forever” which enunciated the importance of diamonds as a sign of everlasting love.
Every Forevermark diamond goes through its own unique journey from its discovery to design. Less than one percent of the world's diamonds are eligible to be a Forevermark diamond. As a mark of integrity, every Forevermark diamond has a unique number inscribed on the table of the diamond, which is created using bespoke technology from the De Beers Group. The rigorous selection process, commitment to responsible sourcing and expertise ensure that only the most carefully selected diamonds can carry the Forevermark inscription.
Watch the video above to know more about the journey of the world’s most precious, natural gemstones, diamonds.