(New York, NY - October 3, 2011) - Forevermark™, the diamond brand from the De Beers family of companies, is proud to announce the launch of My Forevermark Fitting – a virtual try-on experience that brings jewelry featuring Forevermark diamonds to life as they sparkle and move with the wearer in real time – all through your computer screen.

My Forevermark Fitting is the first deployment of a 3D virtual try-on for pendants and earrings. In this worldwide debut, the users are able to see the earrings and pendants sparkle in the light and to see how the jewelry will move as they ‘wear’ it. “Not only does the experience reflect all the beauty of a Forevermark™ diamond; it is also a remarkable digital achievement to have jewelry moving with the wearer in real time.” says Stephen Lussier, CEO Forevermark.

Forevermark worked in partnership with leading creative agency AKQA and the global leaders in augmented reality, Holition, to create the experience. Jonathan Chippindale, CEO of Holition, comments; “The sophisticated integration of real time physics to the Holition application for Forevermark further intensifies the 'world first' nature of this digital achievement. Not only is the user able to see real time light move throughout the Forevermark diamond, they are additionally able to imagine the way in which the unique articulated design will flow with their movement; a true reflection of the actual item of jewelry which comes to life when worn. “. Richard Hedges, client partner at AKQA, adds “AKQA created a simple, elegant and functional user interface for the Virtual Try-On application, designed to infuse the experience with the unique look, feel and behavior of Forevermark.”

My Forevermark Fitting allows consumers to experience timeless earrings, rings and pendants featuring Forevermark diamonds. Using a webcam and the special Forevermark cut-outs, consumers downloading the application can see themselves ‘wearing’ a selection of timeless Forevermark diamond rings, pendants and earrings in 3D. Wearers can select from 12 exquisite pieces including classic ear studs, a contemporary princess-cut solitaire ring and a rare pear-cut diamond pendant, as well as choosing the carat weight of the diamond rings. When the try-on experience is activated, the Forevermark diamond sparkles and the piece move to truly bring the Forevermark diamond alive. To experience the beauty of a Forevermark diamond wherever you are and find out more information about My Forevermark Fitting go to http://www.forevermarkdiamond.com/global/virtual-try-on

For further information on Forevermark™ please contact:

Adelaide Polk-Bauman
Forevermark US, Inc.
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+1 646-339-6840

Sally Morrison
Forevermark US, Inc.
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+1 212-464-7008

[componentheading]About Forevermark[/componentheading]

Forevermark is a separately managed company within the De Beers group of companies. The Company’s main mission is to build and develop the Forevermark diamond brand. Forevermark also holds responsibility within the De Beers group of companies for driving diamond demand in key markets and maintaining consumer confidence in diamonds.

[componentheading]About AKQA[/componentheading]

AKQA is an independent, ideas-led agency that works with clients including Forevermark, Nike, Fiat, Google and Heineken. A recognised pioneer and innovator, AKQA collected over 100 major awards in the last year including New Media Age ‘Most Respected Agency and Campaign’ and ‘Digital Agency of the Year’. AKQA was named ‘Agency of the Year’ four times in 2010, and an ‘Innovation All-star’ by Fast Company magazine.

[componentheading]About Holition[/componentheading]

Holition is a creative services agency specializing in emerging technologies. It crafts premium 3D digital experiences for global brands and creates intelligent solutions for a growing network of pioneering digital luxury organizations including LVMH, Swatch Group and Gucci Group. Holition’s creative augmented reality solutions bring audiences closer to brands, delivering memorable retail experiences online, in-store and through mobile. The agency’s international deployments have been installed at premium retail stores including Selfridges, Harrods, and Dover Street Market in London, Isetan in Tokyo, and Bloomingdales in New York. Formed as a venture start-up to explore and expand the role that technological innovation can play in communicating with today’s new digital consumer, Holition is a synthesis of luxury marketers, retail specialists and cutting edge leaders in 3D technology.

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