The company pays particular attention to ensuring that all their diamonds are natural, untreated and conflict-free. In 1939, De Beers, in collaboration with the Gemological Institute of America (GIA), developed the industry's first and only universally accepted diamond grading system, the 4C (Cut, Colour, Clarity, Carat).

The rough diamonds are hand-selected based on their beauty and rarity at the beginning of their life cycle, and then sent to one of the 42 most respected master cutters in the world. This is the part of the process where, thanks to expert hands and a wealth of experience, the rough diamond becomes a unique gemstone. The jewels, now shining beautifully, are then subjected to a meticulous, thorough inspection. Only those that meet the high standards will receive the Forevermark's unique identification. The strict grading process means that only less than 1% of the world's diamonds qualify to carry the Forevermark label. All of the above ensures that Forevermark diamonds are real, unique and guaranteed to come from a trusted source.