De Beers pulls Forevermark out of Japan after 17 years — Kashikey winds it down

De Beers Group launched Forevermark in 2008 — natural diamonds carrying a traceability and ethics pitch — and brought the brand to Japan in 2009, building distribution through multiple sales agents. In a market where diamond jewellery still carries engagement-culture weight, the promise of carefully selected, responsibly sourced stones was the whole product.

Kashikey, the Tokyo jewellery house founded in 1928, deepened the tie in November 2021, forming a joint venture with De Beers — De Beers Forevermark — to run the brand's wholesale business in Japan. In January 2025 the label dropped its De Beers prefix and became simply Forevermark; the following month the joint venture was dissolved, and Kashikey took over the entire Japanese business alone.

Seventeen months after taking full control, Kashikey announced the end. On 4 August 2026 it said Forevermark sales and official after-service in Japan finish on 31 December 2026, with repairs left to what the store of purchase can accommodate. The backdrop named in industry coverage: the rise of lab-grown diamonds and falling natural-diamond prices, with De Beers steering the brand's future toward India.