After switching industries for a decade, Daniel White made a comeback to the diamond business last year at De Beers to assume the role of head of global licensing for its Forevermark brand.
"It's great to return to this industry at a time when people optimistically look for experiences to enrich their lives. The diamond-buying process, particularly the first time, can be a fantastic experience," White said. "Diamond jewellery marks points in people's lives that are very special to them. So in that sense, it's a rewarding business to be in."
With Jubilee Enterprise as its retailer, the London-based brand debuted in Thailand in early 2016, and now has three counters, at Siam Paragon and Central Chidlom in Bangkok as well as Blúport in Hua Hin.
Selecting a dazzling diamond is not only about considering the four Cs (colour, clarity, cut and carat) as Forevermark has set new standards in the accuracy and consistency of diamond grading to guarantee an explicit profile of each stone.
Moreover, each gem uniquely bears a logo and an identification number, visible through a viewer provided at authorised jewellers.
"It's difficult to make a bespoke diamond, but De Beers developed a proprietary technology to place a mark at the heart of the stone. You can choose a number that speaks to you. The number is then yours and yours alone, and the diamond can be passed on to your children and grandchildren," White said.
Actress Stacy Martin wearing Centre Of My Universe studs.
On the diamond's table facet, the inscription is 1/20th of a micron deep, or 1/5000th the width of a human hair.
Reflecting the brand's growth, the six-digit numbering has reached 2,000,000, which has been inscribed in a 3.48ct round brilliant-cut diamond that was showcased along with Forevermark's red-carpet collection at an event held recently in Bangkok.
"It's a diversion before that rare and flawless diamond goes to our design institute in Milan, where it will be set into jewellery as a red-carpet piece for the Oscars 2018," White said. "Our red-carpet collection has actually accumulated considerable air miles, as it has been displayed around the world for people to see the statement pieces."
The precious stones themselves go on a crazy cross-continent journey after being responsibly sourced from mines in southern Africa and Canada. Generally, they are sorted in Botswana, mostly polished and inscribed in India, then go to Milan for the jewellery-making.
"Under the De Beers Group, Forevermark is one of the very few pure diamond brands that takes pride in the custodianship of the diamonds, from the mine to your ears, neck or fingers -- wherever you to choose to wear the jewellery," said the British executive.
Diamond jewellery tends to be a gift of love in Western markets, he noted, whereas Asian women have taken that further by buying design-led sparklers for themselves.
"The self-purchasing of diamond jewellery here comes with a demand for eye-catching designs, whereas in London the focus is still on the solitaire engagement ring," he said.
Forevermark jewellery is designed to convey emotional messages. Reflecting the pivotal role of women, the Centre Of My Universe range features a solitaire diamond surrounded by a delicate halo of pave.
Inspired by the Knot of Hercules, or the Love Knot, Encordia pieces appeal with a delicate design symbolising the bond between two people, while the Cornerstones collection is designed with four minor diamonds at each corner of the centrepiece, signifying honesty, trust, respect and joy.
On buying jewellery, White observed, people prefer to enjoy the purity of the precious stone.
"I don't think people look for an encrusted stone. They simply want to look into a Forevermark diamond that's big enough to look back at them," he said.
Forevermark retail counters are located at Siam Paragon, Central Chidlom and Blúport (Hua Hin). Visit www.jubileediamond.co.th/ forevermark or www.facebook.com/ForevermarkThailand.
