Orlando: Forevermark’s CEO, Stephen Lussier, and Forevermark U.S.’s president, Charles Stanley, addressed a Forevermark partner audience of over 400 people on the challenges facing the diamond industry at the fourth annual Forevermark Forum in Orlando, Florida.

Invited speaker Peter Sheahan noted, “The fact that the world of retail diamond sales is changing is not new to anyone. Whether you be dealing with commoditization, the emergence of online channels, or shifts in the customer’s perception of value – it is crucial that as a leader you take the time to stop, internalize and take a fresh look at how to most effectively respond to those changes.”

Forevermark retailer partner Jon Fey, of Fey & Co. Jewelers, stated, “Selling Forevermark makes the diamond buying process easier for my clients. I can just talk about the beauty and story of the diamonds as opposed to staring at a grading report and breaking down the 4 Cs.”

Meanwhile, Stephen Lussier, confirmed that the De Beers-affiliated Forevermark diamond brand saw strong growth in 2014 with the retail value of sales being around $750 million. In addition, Forevermark’s store presence increased 20 percent year on year to 1,542 locations.