Jewels Forever...

HELLO! chats with Federica Imperiali, Head of New Product Development and Innovation at Forevermark, on conceptualising the striking Global Red Carpet Collection, envisioning the annual Trend Forecast Book and everything in between…

- Ankita Rathod

Tell us about your role as the Head of New Product Development and Innovation at Forevermark…

“I work closely with my design team. My role is to drive forward Forevermark’s endeavour to raise awareness of the most beautiful, rare and responsibly-sourced diamonds the world has seen according to the request of the market. To make it simpler… Forevermark as a brand has a very strong DNA where we promise our consumer the genuine, untreated and natural diamonds. We are very keen to give back to the community where we operate and the expression of this promise is the certification inside every Forevermark diamond.”

Share a little about the process of a product that you create at Forevermark…

“Every time we make a new piece, we always start from an emotion and an insight of our consumer. A diamond is the ultimate expression of this emotion and the brief to the designers needs to be able to showcase these emotions and expressions. So ideally, our designers need to find a symbol or an archetype through which this emotion is described. For example, in the Encordia Collection, the symbol was a love knot, sealed by a diamond. If you remove the diamond, the knot will come undone. The modified knot was designed in a way to describe a bond inspired by the first knot one is tied to – in their mothers’ womb. This can be transversal between lovers, friends, spouses, or parents.”

You are based in Milan but traverse the world… how do people and places influence you?