First, everyone had a web site. Now, everyone has an app. Even your diamond has an app, that is, if it’s the Forevermark, the diamond brand from the De Beers Group of Companies.(“Forevermark: the Promise” is available for download in the Lifestyle section of the Apple App Store.)
We were curious about the app – would you “build” your own diamond? – but it turns out it’s the journey of the diamond from mine where it is unearthed, all the way through cutting, polishing, and jewelry design.
For example, we learn that these diamonds are “responsibly sourced;” that each one bears the 3D Forevermark inscription; and that we want one.
They actually chose only less than one per cent of diamonds to be “Forevermark”, each with the inscription of the brand icon and a unique identification number. The app can also be used to learn more about different colours, sizes, cuts and quality standards of diamonds, commonly assessed by the ‘4 C’s’ criteria. Interactive elements allow users to see the different sizes on a 1:1 scale gaining a realistic idea of the type of diamond that will suit them.
We picked the biggest sparkler we could find of course.