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On International Environment Day, a commitment to protect wildlife and keep responsible sourcing at the centre of its business was announced by Forevermark, the diamond brand from the De Beers Group. The company reiterated that not only are its diamonds conflict-free and responsibly sourced, but throughout the journey specific care is also taken to ensure responsible business practices.

Forevermark stated that it is committed to the preservation and protection of habitats and their species, as well as the protection of the environment with numerous initiatives such as:  

  • For every hectare of land affected by the Group’s mining activity, 6 hectares are set aside for conservation, equating to approximately 200,000 hectares, 2.5 times the area of New York City.
  • De Beers Group has been active in rhino conservation for many years, including conservation, breeding and relocation programmes. Its joint venture with the Government of Botswana support a significant proportion of Botswana’s white rhino population through initiatives that conserve and grow the population before releasing individual rhinos back into the wild.
  • The elephant conservation programme at the Venetia Limpopo Nature Reserve in South Africa has been successful in that the number of elephants now exceeds the park’s carrying capacity.
  • De Beers Group is running a multimillion-dollar research programme focused on using kimberlite rock to capture carbon dioxide from the atmosphere and establish a carbon-neutral mine.
  • 83 per cent of the water used for diamond mining by De Beers Group and other natural diamond companies is recycled.

In a press release shared with CB, Sachin Jain, president, Forevermark India, said, ‘A Forevermark diamond is a lifelong reflection of the beauty, perfection and infinite variety of nature. Both diamonds and wildlife share the concept of forever, and this concept depends on what we do today to make sure we have a future, which is indeed forever. Our business is based on recovering nature and treasuring these successes.’  

CB’s questions on how the company ensures the diamonds are conflict-free and its mining doesn’t harm local communities and environment as well as the current status of the   research programme focused on using kimberlite rock did not receive any response.