Selecting a diamond can be a difficult decision to make, even for the most informed customer. There are so many variables at play; everything from the 4 Cs (cut, color, clarity and carat weight) to price, to the ethics involved in mining — and beyond.

De Beers, the global leader in diamond mining, exploration and retailing for 125 years and counting, is well aware of the issues at play when making these choices. Their newest company, Forevermark, streamlines the process — if you can forgive the pun — flawlessly.

Forevermark diamonds are hand-selected for their beauty and rarity, and each is genuine, untreated and natural. Experts at the Forevermark Diamond Institute carefully inspect every single diamond, going beyond the technical qualities of the 4 Cs to hand-pick only those diamonds that are truly beautiful.

Of all the world’s diamonds, less than one percent are eligible to become Forevermark. Each Forevermark diamond is also responsibly sourced, originating at one of a handful of carefully selected mines that benefit the people, communities and countries where they are located. In addition, Forevermark traces each diamond along its journey, ensuring that strict business, environmental and social standards are met at every step. 


Invisible to the naked eye, each diamond receives an inscription that includes the Forevermark icon and an unique ID number, making each Forevermark diamond as special as the promise made when it is given or received. The inscription also allows each Forevermark diamond to be registered in the owner’s name, confirming it as uniquely theirs.

Respect and love for nature are deeply embedded in the heart of Forevermark. For every acre of land used for mining by Forevermark, De Beers dedicates seven acres to the conservation of nature, building thriving ecosystems with healthy populations of native wild animals and plants.

In total, almost 180,000 hectares of land around The De Beers Group of Companies’ mines are set aside for conservation. In Botswana, Jwaneng mine operates a 17,000 hectare Game Park, which is home to more than 1,700 animals and hosts a field unit for Cheetah Conservation in Botswana.  Along the Diamond Route, various conservation, research and breeding programs contribute to monitor and protect wild animals. These programs include a Rhino sanctuary reserve.

In essence, selecting a Forevermark diamonds is a n0-brainer. You will not find a more beautiful diamond at a better value, and you have to feel good about the positive things Forevermark is doing for the communities and for the animals where the rough is mined

In Kansas City, TIVOL is the exclusive retailer of Forevermark diamonds. A sampling of our inventory can be viewed here.