Forevermark is making a play for the European market, after achieving significant retail growth last year.

The De Beers brand has signed an exclusive licensing deal with German jeweler Heinz Mayer to sell products in the key nation, it said Thursday. The Idar-Oberstein-based diamond specialist presented the collection at the Baselworld show.

Forevermark, which promises high quality, rarity and responsible sourcing for all its stones, is also in advanced talks with Groupe Marcel Robbez Masson in France and World Diamond Group in Italy about similar partnerships.

European countries are important for the brand because of the large numbers of international travelers passing through from major consumer markets such as the US, China, India and Japan, Forevermark CEO Stephen Lussier noted.

Bolstering the brand’s visibility in leading European destinations is a powerful next step following the successes of 2017,” Lussier said.

Sales of Forevermark diamonds surged 19% globally last year by volume, according to De Beers. Forevermark, which launched in 2008, offers its diamonds in more than 2,000 stores across the world, including in North America, Eastern Europe, the Middle East and Asia.