Page 27 - issue 23

Arizona State University Professor DE BEERS FOREVERMARK STORE

trains Botswana Journalists IN GABORONE IMPRESSES

• Batswana leading the customer base at the store,

which sells exclusive Forevermark jewelry.

fter a year of trading De the main Airport as opposed to within Africa as one its consumer markets.
Beers Group Diamond Brand the duty free area, for easy access by all. Quizzed on the company’s efforts
AForevermark Store at the Sir to support local Jewelry designers
Seretse Khama International Airport When asked about the type of Jewelry and nurture them in the diamond
continues to impress with the sales of being sold from the store, White said, design industry, he said Forevermark
its exclusive diamond Jewelry from De “The Forevermark store sells only intends to collaborate with local
Beers Group producing countries of jewelry made from De Beers Group designers, to create a product that
Botswana, Namibia, South Africa and diamonds. The Forevermark brand is a can be incorporated in the store. He
Canada. unique diamond brand of the De Beers said currently engagements with local
Group and represents the promise designers are ongoing on plans to create
According to the company’s Head of that every diamond is beautiful, rare a charity bracelet, to be manufactured
Licensee Markets, Daniel White, “since and responsibly sourced. Only 1% of and sold in the store for the benefit of
opening in May 2018, we have seen the world’s diamonds are eligible for identified charities in Botswana.
great sales from the flagship store, Forevermark,” he said.
and are very proud that Batswana are The store is managed and operated
actually leading the customer base at White reiterated that the store marks wholly by Batswana, many of whom are
the store. This is because four (4) out an important milestone for De Beers both young and female. It
of every five (5) sales made are t o Group in its efforts to explore w a s officially launched
Batswana” he said. b y the First Lady Ms

Neo Masisi in
White highlighted that November 2018.
the store was placed at
the Airport to also target
tourists coming into and
leaving Gaborone,
emphasising that this
why it is placed inside

Mrs Masisi officially opened the Botswana Forevermark
Store in November 2018

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