HOW A LOCAL JEWELER BECAME THE EXCLUSIVE DEALER OF FOREVERMARK DIAMONDS, A LEADER IN QUALITY AND AUTHENTICITY
BY JENNIFER VIKSE
“Diamonds are forever.” De Beers coined the slogan in 1947, and since then, whether for an engagement ring, anniversary ring, wedding band, or other piece of fine jewelry, diamonds have become the signature stone of love.
In 2008, the exploration, mining, and retail enterprise took it a step further by creating Forevermark within its family of companies.
Forevermark diamonds are hand selected for their natural beauty; experts carefully inspect every one, choosing only those worthy of the name. In fact, less than one percent become certified.
While most customers educate themselves on the 4Cs (carat, color, clarity, and cut), many don’t realize that there are other factors that influence a diamond’s beauty, like girth.
“We are going beyond the technical qualities of the 4Cs,” explained Erin O’Grady, public relations manager at Forevermark. “We want to ensure the quality and look and how best to cut and polish each diamond.” The hand-picked stones are completely natural and nothing has been done to them, she explained.
“We look for the best in cut or polish. We cut it to maximize it—to be sure that it’s free of imperfections. The entire process is an adventure in pretty rigorous standards,” she said, noting that the vast majority of stones are rejected. “If the girth isn’t right or the stone is milky or hazy, it’s not going to maximize its sparkle.”
“Customers want the most beautiful diamond at their price point,” noted Cory Schifter, owner of Casale Jewelers in Dongan Hills, the exclusive dealer of Forevermark on the Island, and which is gearing up for a busy holiday shopping season.
The diamonds, which are responsibly mined and tracked from source to store via a unique patented inscription number (only visible by a registered viewer) are available from .14 carat, and have surged in popularity since hitting the market in the United States in 2011.
“I think our passion and belief in the brand comes forward,” noted Schifter. “We’ll pull the two [stones that the customer is interested in] and let them pick the one that’s brighter, more beautiful. It’s Forevermark diamonds are hand selected for their natural beauty; experts carefully inspect every one, choosing only those worthy of the name. In fact, less than one percent is eligible to become so certified.
about the transparency of the stone. Our customers see that… and they pick the Forevermark diamond.”
In addition to the best eyes on diamonds, De Beers created a team of designers and manufacturers, and hand selected each dealer to carry the brand.
“We’re getting the cream of the crop,” Schifter said. “_ e precision, the cuts…these stones are so carefully graded,” adding that in fact, many clients are referrals. “_ e girls are coming in asking for them because their friend has one. _ e girls tend to learn about Forevermark and become passionate about it.
When they see that inscription, they know that it’s the most beautiful out there.”
Casale began carrying the special brand three years ago, and De Beers examined Schifter’s business
carefully before selecting it as a retail location.
“We have such strict standards for our diamonds; we expect the same from our partners. We are in mostly small, independent stores,” explained O’Grady. “We look at them in part for their commitment to the community— that’s very important for us, but also at the business, what other brands they carry, etc.; we really want to be the best of the best, so we are in stores that re_ ect our standards.”
“Giving back is in our business model…absolutely,” Schifter said. _ e owner is well-known for his philanthropy, volunteering to help after Hurricane Sandy, chairing events for the Staten Island Children’s
Campaign and the March of Dimes, and organizing the annual Race for the Ring competition.
Casale Jewelers
1639 Richmond Road / 718-351-8300
casalejewelers.net