De Beers' Mellier describes Forevermark as strategic priority

De Beers Group Chief Executive Officer Philippe Mellier said the company's Forevermark brand was a "strategic priority" at a company event in New York.

Mellier emphasized the importance of Forevermark to the De Beers Group's long-term success.

“For De Beers, Forevermark is a strategic priority. We are committed for the long term and will invest to make it the leading diamond brand on a global basis," he says.

Forevermark was launched in the U.S. in the fall of 2011, and there are more than 250 authorized Forevermark retailers in North America.

De Beers also said its Center of My Universe™ media campaign during the Christmas season had proven successful with traffic to its website rising 1,500 percent in the month following the launch.