Forevermark is changing its name to emphasize its connection to De Beers.
The brand will now be known as De Beers Forevermark, Rapaport News reports.
The change will provide “a deeper connection to the iconic De Beers brand and a more direct link to De Beers’ Building Forever sustainability goals and framework,” according to the news outlet.
The change will take effect in July.
De Beers has previously stated that aligning Forevermark’s branding with the De Beers name would result in a “single, unified and powerful social-purpose message.”
Founded is a De Beers subsidiary formed in 2008.
Read more at Rapaport
