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De Beers Forevermark and Jawhara Jewellery team up to boost the diamond dream in UAE



Jawhara Jewellery announced the tie-up, which will see De Beers Forevermark collections in 10 stores initially, and further in 17 additional stores as they open up by the end of June

A key player for the jewellery industry in the Middle East, Jawhara Jewellery, announced its partnership with De Beers Forevermark, a noted name in the jewellery business.

With this announcement, Jawhara is now the authorised De Beers Forevermark retailer in the Middle East. The collections from the latter will be on display at 10 stores of the Jawhara chain in the UAE, including premium locations such as The Dubai Mall and Mall of the Emirates. The ‘Jawhara – Forevermark’ network will also see 17 new stores by end of June, making it a total of 27 populous locations.

The partnership also heralds the beginning of the new brand name for Forevermark, which will now infuse the De Beers name to it and stand as a testimony of faith that consumers worldwide have for De Beers.

“Jawhara Jewellers is one of the most established and respected jewellery brands in the UAE, and we are extremely delighted to be partnering with them. Forevermark selects its partners as carefully as it does its diamonds, which is why our partnership with Jawhara Jewellers, whose values and perseverance for excellence make them the perfect match. Their elegant designs and craftsmanship enhance the beauty of a Forevermark diamond, and we look forward to a lasting relationship with them,” said Mr Sachin Jain, Managing Director, De Beers India.

“It gives us immense pleasure to have associated with Forevermark – the diamond expert that offers the best quality of diamonds to its partners, with its stringent selection process. Each Forevermark diamond is inscribed with a unique number, guaranteeing that each natural diamond is beautiful, rare and responsibly sourced. Using Forevermark diamonds in our designs enhances the jewellery and strengthens the trust that customers have in us. There is a wide range of Forevermark diamond jewellery available at our stores across the UAE, and we hope that our customers have a memorable shopping experience. We have currently launched 10 stores and will be launching 17 more by this June.” said Mr Tawhid Abdullah, CEO, Jawhara Jewellers.

 “In the 130-year legacy of De Beers, we have never been prouder of who we are as an industry as we are today. The steps that we have taken are transformational and will change the future. We have reinvented ourselves and are trying to bring the name of De Beers on the entire value chain to make the business better and more profitable for all the people. We are going to be a company built on data, science and catering to the future consumer. We want to leverage the power of the De Beers name in the minds of the consumers to create the optimal demand and the resonance in the heart around what diamonds are,” said Jain. “At Forevermark and De Beers, we are building a strategy to expand to UAE and build partnerships that are futuristic.”

The two brands shared a desire to create jewellery with impeccable craftsmanship and exceptional quality forms an ideal partnership and will give customers in the UAE access to some of the world’s most beautiful, rare and responsibly sourced natural diamonds. Jawhara Jewellers’ commitment to diamond perfection is shared by Forevermark and is reflected in each creation, from their highly innovative, elegant designs to the care and precision with which each piece is created. The new stores will also showcase a selection of the Brand’s exquisite jewellery designs, including the Forevermark Tribute, Forevermark Icon and Forevermark Cornerstones collection.

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