"Forevermark" diamonds are not only forever, but they are also
personalized with a unique and invisible - to the naked eye - identification
number. And now only available in China and Japan, writes Michelle Zhang.
Life is all about the endless pursuit of better things. A diamond is forever.
But that's not enough, at least not for Asian women.
They want a diamond that says "forever" and is unique and numbered. A diamond
among diamonds. Now they can buy one.
Last Friday, Diamond Trading Company (DTC), a division of the world's leading
diamond miner and marketer De Beers Group, announced the official launch of
diamonds bearing the "Forevermark" on the Chinese mainland.
Diamonds with this unique mark are only available in China and Japan for the
The "Forevermark" is composed of a special rhombus symbol and an
identification number that is inscribed on the table facet of diamonds over 0.30
carats, which is invisible to the naked eye. The actual size of the mark is only
1/20 of a micron deep (1/500 the thickness of a human hair). So a "Forevermark"
diamond is not only be forever, but also personalized.
At the inauguration party at the Museum of Contemporary Art Shanghai in the
People's Park, 10 elite Chinese models, including the supermodel du jour Du
Juan, displayed exquisite diamond jewelry composed of 7,956 diamonds weighing
401 carats, worth of 27 million yuan (US$3.46 million). There were more
bodyguards than models. Each model was escorted by a group of bodyguards as soon
as she stepped onto the runway.
These diamonds that last for more than a lifetime were designed by leading
Chinese jewelers, such as Chow Sang Sang and Chow Tai Fook, especially for the
event. The most precious stones were cut into intricate shapes of blossoms,
leaves, drops and butterflies, as well as the traditional shapes of hearts,
squares and circles.
Du wore a complicated 628,800-yuan five-string necklace and a pair of pendant
earrings, a bit heavy for a 19-year-old. Right after the show, the brilliant
Shanghai girl was to fly to New York to shoot for Time magazine - the first
Chinese model to appear on the cover of Time.
Marilyn Monroe once said that "diamonds are a girl's best friend." Du agreed:
"Every girl loves diamonds. Diamonds represent people's longing for beautiful
things and foreverness."
The former ballerina preferred simple and lively designs that focused on a
Jamie Mordaunt, global project manager of forevermark in DTC, said the
company attaches great importance to the wedding ring market in China and will
focus on the single diamond design.
China's diamond market has been booming and the company's sales increased
about 60 percent last year, said Mordaunt.
To mark the launch of "Forevermark," DTC crafted a piece made of 72 0.3-carat
diamonds weighing 28.19 carats and worth 2.88 million yuan.
Diamonds with a "Forevermark" are available at leading Shanghai jewelry
retailers, such as Chow Sang Sang, Chow Tai Fook, TSL and Hiersun Diamond
Palace, among others.