core sector communique

FOREVERMARK SHARES ITS PROMISE WITH KOLKATA,

LAUNCHing WITH SELECT PARTNER JEWELLERS

Kolkata, August 19, 2011: Forevermark, the diamond brand from the De Beers group of companies, today announced its entry into Kolkata[AB1] . Each Forevermark diamond is inscribed with a promise; a promise that it is beautiful, rare and responsibly sourced.

To celebrate the launch of Forevermark in Kolkata, the brand has collaborated with respected designer Tarun Tahiliani for his Bridal Expo, during which Forevermark diamonds will be showcased to a wide variety of discerning consumers. Forevermark diamonds, with their exceptional beauty will complement Tahiliani’s mesmerizing couture designs. In addition to the stunning diamond jewellery collection, Forevermark will also display extraordinary diamonds ranging from 4 to 24 carats providing extra sparkle to this already dazzling event.

Each Forevermark diamond is inscribed with an icon - a promise that the diamond has met Forevermark’s high standards and an individual number identifying it always to be uniquely yours. Invisible to the naked eye, the inscription can be seen using a special Forevermark Viewer. It is also recorded on the personalised Forevermark identification card accompanying each and every Forevermark diamond.

Less than one per cent of the world’s diamonds are eligible to become a Forevermark diamond. Forevermark diamonds are expertly cut and polished by the finest craftsmen in the world, using skill and artistry passed down through generations. Only a few, exclusive Authorized Forevermark Jewellers; each passionate about creating the finest designs inspired by these exceptional diamonds are able to offer Forevermark diamonds to their exclusive clientele.

Forevermark will be available through a select group of Authorised Forevermark Jewellers, including; B Sethia & Sons, India Gems & Jewellery and Sawansukha Jewellers.

Binita Cooper, Managing Director, Forevermark India states, “We are delighted to launch in Kolkata, a market that is of significant importance to us. Forevermark is a diamond brand that will offer today’s Indian diamond purchasers, quality, integrity and inspiration. We’re glad to be able to introduce what we believe will become the ultimate diamond brand, to this city.”

About Forevermark – The Inscription

Less than one per cent of the world’s diamonds are eligible to become a Forevermark diamond and be inscribed with the Forevermark icon and an individual number. The inscription is made on the table facet of a Forevermark diamond using bespoke patented technology from the De Beers group. . Invisible to the naked eye, the actual size of the inscription found on Forevermark diamonds is only 1/20th of a micron deep and can be seen using a special Forevermark viewer which can be found in Authorised Forevermark Jewellers. It is confirmed by leading gemmological institutes that the Forevermark inscription does not affect the internal quality of a diamond in any way.

About Forevermark – The Brand

Forevermark is a diamond brand from the De Beers group of companies. Forevermark diamonds are carefully selected and come from sources committed to the highest standards; are beautifully crafted by a select group of diamantaires; and are exclusively available in select jewellers.

About Forevermark – The Company

Forevermark is a separately managed division within the De Beers group of companies. The division’s main mission is to build and develop the Forevermark diamond brand. Forevermark also holds responsibility within the De Beers group of companies for driving diamond demand in key markets and maintaining consumer confidence in diamonds.

About Tarun Tahiliani Bridal Couture Exposition 2011

Now in its third season, the Tarun Tahiliani Bridal Couture Exposition promises a new benchmark in the showcase of India’ rich heritage styled in a contemporary manner. The Theme chosen for this year is Artisanal Bringing the Craft to the Fore’- an entirely novel blend of Indian finery with a layered western construct.

The first 2 editions of the Tarun Tahiliani Bridal Couture exposition met with great success due to the distinctive nature of its concept, the grandeur of its spaces and diverse stories. This exposition promises to bring the processes of creating a garment to the fore and educate the customers on the techniques that create luxury and fine fit.

This first-of-its-kind bridal couture event has already exhibited in New Delhi at India’s premiere luxury destination - The DLF Emporio from July 9-13, 2011 closely followed by Mumbai at the finest hospitality icon – The Four Seasons Hotel from July 23-24, 2011; most recently Hyderabad at the newly launched luxury hotel The Park Hyderabad from August 6-7, 2011 and will end its four city tour at Kolkata’s iconic hotel - The Park Kolkata from August 20-21, 2011.