Forevermark is a diamond brand from De Beers Group, which has a vast history of diamond expertise spanning back more than 130 years. 

Every Forevermark inscribed diamond is natural, hand-selected and comes with a promise that it is beautiful, rare and responsibly sourced. 

Forevermark's exacting selection process is so rigorous that less than 1% of the world's diamonds can become Forevermark.

This selection process takes place at the De Beers Group Institute of Diamonds. Here, diamonds are assessed not only against the standard 4Cs, but also against a number of other criteria that can have a significant effect upon the beauty of a diamond. 

That's what makes a Forevermark diamond so special and different from any other diamond, whatever a grading report might say about its 4Cs.

Forevermark selects truly beautiful diamonds based on three key criteria that go beyond the 4Cs:
- The rough diamond itself must be of superior quality even before it is cut and polished.
- Once a diamond arrives at the De Beers Group Institute of Diamonds to be evaluated, the diamond's polish must have a high degree of transparency to reflect and refract light.
- The diamond's cut must be precise enough to result in both outstanding symmetry and durability.

These aspects affect a diamond's beauty, but not all criteria are included in a standard grading report.

Before they are cut and polished, eligible rough diamonds must be assessed by an Authorized Forevermark Diamantaire for anything that will affect the diamond's ability to reflect or refract light. 

Flaws such as large inclusions, and any cloudiness or haziness in appearance will in turn affect the cut and polished diamond's brilliance. Therefore, such diamonds are not accepted for Forevermark. While all of these features may not affect a diamond's clarity on grading report, Forevermark sees them as limitations to beauty.

In addition, if there are flaws inherent in the rough diamond, such as evidence of large inclusions or clouds, the passage of light could be obstructed, compromising its brilliance and beauty.

Diamonds exhibiting these qualities are not accepted to become Forevermark.

Their expertise and ability to meet Forevermark's exacting standards of polish, symmetry and proportions result in a Forevermark diamond being cut and polished to magnify its beauty and brilliance, not to maximise its carat weight.

Their aim is to make diamonds that not only suffice for maximum beauty, but also to accept and hold the Forevermark inscription.