Forevermark announces environment and wildlife protection initiatives on World Environment Day

By

Isabelle Crossley

Published
Jun 5, 2020

De Beers’ diamond brand Forevermark has announced that it is committed to the environment and wildlife on World Environment Day, June 5, and promoted its current and past initiatives.

 
“On International Environment Day, Forevermark reiterates their commitment to protect wildlife and keeping responsible sourcing at the very centre of their business to build a beautiful tomorrow,” the business said in a statement, the Gem and Jewellery Export Promotion Council reported on its website. 
 
Forevermark said that it has set aside around 200,000 hectares of land for conservation for every hectare of land affected by its diamond mining activity. De Beers has also worked in rhino and elephant conservation and uses 83% recycled water for mining activities, according to Forevermark. 

“Forevermark’s promise of beautiful, rare and responsibly sourced diamonds goes a lot deeper than just ensuring the diamonds are conflict free,” the brand told its stakeholders, the GJEPC reported. “It ensures that through the journey from rough to polish, specific care has been taken to ensure responsible business practices. Forevermark is committed to the preservation and protection of habitats, their species and the wider natural world.”
 
“Every day Forevermark and the De Beers Group commits to protecting the natural world and positively impacting the countries where our natural diamonds are sourced,” said Forevermark India’s president Sachin Jain. 
 
As synthetic diamonds rise in popularity and the natural diamond industry faces increased scrutiny for its social and environmental footprint, Forevermark is working to establish itself as an ethical business. This is especially important to younger consumers in India who are more concerned with the ethics behind diamonds and make up the future diamond market.