Watch & Jewelry
April 3, 2015
A Visit to Forevermark's London Headquarters! | FOREVERMARK
FOREVERMARK
Standards of excellence that promise everlasting value.
Diamonds of uncompromising quality, promising enduring value.
A visit to the Forevermark London headquarters reveals an extraordinary journey (Part 1)
Each Forevermark diamond is inscribed with a unique identification number, a promise that traces its journey from rough stone to brilliant gem. At the recent “Promise Contest,” the grand prize was awarded to Yuuki and Mana Yamada for their promise: “Never forget to say 'thank you,' 'I'm sorry,' or 'I love you.' ” The couple traveled to London to retrace the epic journey of a Forevermark diamond and learn how to identify one. They visited the headquarters of Forevermark, a member of the De Beers Group.
Text and photographs by Shigekazu Ohno (left hands)
The value and history of diamonds, with their eternal brilliance
“A diamond is forever.”—This iconic slogan, which also became the title of a 1971 film in the James Bond series, originated from an advertising campaign by the De Beers Group, the world's leading diamond industry conglomerate.
Diamonds, known as “the hardest substance on Earth,” have, as the slogan suggests, never lost their brilliance. The word itself comes from the Greek “adamas,” meaning “unconquerable.” Due to their hardness, diamonds have historically adorned royalty and those of the highest authority.
Possessing supreme beauty and strength, diamonds are formed “miraculously” over unfathomable spans of time under unimaginable heat and pressure, deep within the Earth’s mantle, 150 to 200 kilometers below the surface. The youngest are approximately 900 million years old, while the oldest can be as much as 4.25 billion years old.
Kimberlite, the mother rock of diamonds, displayed at the Forevermark headquarters
The tradition of gifting diamonds as engagement rings dates back to 1477, when Archduke Maximilian of Austria, later Holy Roman Emperor, presented one to Mary, Duchess of Burgundy. The symbolism of a diamond's “indomitable strength” and “eternity” resonated deeply with the idea of marital vows, establishing the diamond as the quintessential engagement ring.
The diamonds from Forevermark, a brand launched by the De Beers Group in 2008, carry a special promise befitting couples exchanging vows of eternal love. Each diamond is inscribed with a unique identification number, guaranteeing its singularity, alongside the brand's icon. The inscription is a mere 1/20th of a micron deep, visible only through a special viewer, not the naked eye.
This inscription promises that Forevermark diamonds are sourced exclusively from mines that meet high social and environmental standards. It also signifies that a portion of the profits contributes to job creation in the regions of origin,
as well as the enhancement of healthcare and education. Furthermore, each diamond is cut and polished only by master craftspeople. The Forevermark diamond thus “promises” the entirety of its extraordinary journey through time and space. Only fewer than 1% of the world's diamonds meet these stringent criteria.
FOREVERMARK
Standards of excellence that promise everlasting value.
Diamonds of uncompromising quality, promising enduring value.
A visit to the Forevermark London headquarters reveals an extraordinary journey (Part 2)
The profound depth of diamonds, experienced firsthand in London
On a certain day in March, Yuuki and Mana Yamada flew to London. They were the grand prize winners of the “Promise Contest” hosted by Forevermark, with the theme “Promises to Cherished Loved Ones.”
Their prize included a trip to the Forevermark headquarters in the city. There, they experienced the diamond's long "journey" from mining to polishing through a special seminar called the Diamond Masterclass.
The Diamond Masterclass is an exclusive course designed to deepen understanding of diamonds and Forevermark's unique journey, allowing participants to directly handle rough diamonds and loose stones. Attendees receive direct instruction from lecturers at the DTC Diamond Academy on topics such as selecting rough diamonds, grading, and the history and 4Cs of diamonds. What were the Yamadas' impressions after the course? We asked for their thoughts.
—Having experienced the history of diamonds, how to assess the 4Cs, and the "epic journey story" of how a rare Forevermark diamond comes to shine, what were your impressions?
Yuuki Yamada (hereafter, Yuuki):I had heard about it, but after receiving the lecture today, I truly understood the unfathomably long time and unimaginable effort involved in bringing a diamond from its rough state to a beautiful piece of jewelry. Diamonds are created by the Earth over billions of years, but I was deeply moved to learn that the diamonds we wear are crafted through human wisdom and passion!
A large diamond, held right in their hands!
Mana Yamada (hereafter, Mana):I was also deeply moved by Forevermark's philosophy of "promising the journey" from mining to delivery, which, along with its quality, is filled with humanity.
The couple experiencing the selection of rough diamonds. Their eyes are focused as they peer through the loupes.
—What was the most interesting part of the Diamond Masterclass for you?
Mana:It was the process of selecting rough diamonds using a loupe. I was captivated by the unique brilliance of each stone.
Yuuki:For me, it was also the final selection of rough diamonds with the loupe. Unlike my wife, I struggled quite a bit and it took me a long time (laughs).
—So, where do you think the charm of diamonds lies?
Yuuki:Honestly, I used to think diamonds were just for women. But after experiencing their culture and history, I found them to have a very clear value, even from a man's perspective. This value lies in abstract concepts like love and promises, which are difficult to see in tangible form. However, Forevermark visualizes the brand's promises by inscribing an icon and a unique identification number on the diamond's surface. I felt that men could also choose them with confidence and pride.
Mana:I actually had very little knowledge about diamonds before this. But after experiencing the Diamond Masterclass on this trip, I finally feel like I understand what gives them value. Perhaps when the time comes for our "Sweet Ten Diamonds," I'll bring my own loupe to the store (laughs)!? But truly, I now deeply understand how profound the value of diamonds is. When that time comes, I want to invest in something like Forevermark, where everyone involved in its long journey is happy. Another thing that reassured me was that a diamond isn't just about size. Learning that there are criteria like the 4Cs—color, clarity, cut, and carat—and that one can choose based on what they prioritize and what they don't, according to their own preferences, was significant.
Yuuki:There's also the romance of wearing something that has undergone a journey spanning geological time, like the history of the Earth itself. Also, the shape of each rough diamond before polishing was unique and beautiful in its own way. People often say 'a diamond in the rough,' and indeed, good stones have a presence even before they are polished. I now truly understand the meaning of that expression.
FOREVERMARK
Standards of excellence that promise everlasting value.
Diamonds of uncompromising quality, promising enduring value.
A visit to the Forevermark London headquarters reveals an extraordinary journey (Part 3)
Dreams blossoming around diamonds
—How do you envision your relationship with diamonds in the future?
Mana:Earlier I mentioned "Sweet Ten," but I'd actually prefer "Sweet Five" (laughs).
Yuuki:First, we need to save up! (laughs). I'd like to buy a Forevermark diamond then, as a token of gratitude for the "once-in-a-lifetime" encounter. And someday, I'd love to visit the mines in Botswana together!
Through their trip to London, the Yamadas learned about the rare value of diamonds, a veritable "miracle." They discovered that the exceptional brilliance of Forevermark diamonds is the result of the smiles and passion of many people in many countries involved in their journey. This has inspired them to desire owning one for their next life milestone. These select diamonds, promising everlasting value, will undoubtedly make their lives shine even brighter.
A commemorative photo after completing the Diamond Masterclass.
The Diamond Information Office, housing valuable resources on diamonds
At the Forevermark headquarters, where diamonds from around the world converge, there is a "Diamond Information Office" that collects books, tools, rough diamonds, and models of historically significant large diamonds. Although not open to the public for security reasons, it offers an endless source of fascination, tracing the history of the De Beers Group and the evolution of mining and polishing techniques.
About Forevermark
Forevermark diamonds are meticulously selected according to stringent criteria that go beyond the 4Cs (Cut, Clarity, Color, Carat), representing less than 1% of the world's diamonds.
Forevermark diamonds are mined exclusively from mines that meet rigorous environmental and social standards, contributing to the development and improved livelihoods of people in their countries of origin. Furthermore, the diamond cutters (diamantaires) and jewelers who handle polishing and sales are also carefully selected based on high standards. The invisible individual identification number inscribed on the surface serves as proof of these promises.
Forevermark
Tel. 03-5423-7550
www.Forevermark.com