“Our promise that each Forevermark diamond is beautiful, rare, and responsibly sourced.”
The three pillars in that promise (beautiful, rare, and responsibly sourced) may need to be explained further, however. When they say beautiful, they are talking about their criteria for their diamonds: no diamond can be lower than L colour, SI2 clarity, and must have a Very Good cut grade or better. Their gemologists, trained by the world renowned Gemological Institute of America (the inventors of this grading system) grade extremely hard, and reject many potential diamonds for the Forevermark Inscription.
Rare. Less than 1% of all the worlds diamonds can even qualify to be a Forevermark diamond! Diamonds are incredibly rare to begin with, but given the stringent criteria in quality, and their demands for social and economic responsibility, this further reduces the pool of diamonds than can qualify.
Responsibly Sourced. For me this is the most incredible part of the Forevermark promise. The effort that De Beers has put into making sure their workers are supported both financially and economically is like no other diamond mining company today. Not only the care for the people that do the work at the mines, but their commitment to hire people from local communities near the mines, the steps they take to make sure they are doing as little impact the environment as possible, and their commitment to return the earth to how it was before mining began, is really a huge change in the diamond industry. For more information on this, please click on this link.
In September of 2012, Forevermark and De Beers flew a select number of jewellers across the country to their diamond mine in Northern Ontario, called Victor. I was lucky enough to be a part of this and got see how the mine operates. What surprised me is how much they focused on how the mine would impact the surrounding land. They track migration patterns to see what effect they are having on the wild life; they store the rock and top layer of muskeg so that when the mine is depleted they can fill in the hole and try to put the land back to how it was. Also, the amount of training they provide for their workers, the fact that they hire most of them from surrounding communities, and that they seem to be genuinely looking out for the welfare of those they employ really left an impression on me.
Forevermark is now available at both our locations, 493 Notre Dame Ave. and Polo Park Shopping Centre. Treat your special someone to a Forevermark diamond this Christmas, I guarantee she will love it!