Forevermark jewelry brand exits Japan, will focus on Indian market

The ethical diamond jewelry brand Forevermark, part of the De Beers Group, announced it will cease its brand operations in Japan on 31 December. The decision ends a presence that began in 2009 and included a joint venture with Japanese partner Kashiwagi. De Beers cited a challenging market environment, including the rise of lab‑grown diamonds and falling natural diamond prices, as reasons for the withdrawal. Going forward, Forevermark plans to concentrate its business on India, where it sees growth opportunities for its sustainably sourced diamond products.

The closure will also end official after‑sales service for Japanese customers, marking the brand’s complete exit from the Japanese market.