Diamonds are captivating. Even the most unmaterialistic of people are drawn to their spark and brilliance. Although you may never look twice at a diamond in a jewellery store window, hold one in your hand and you'll find you'll be hard pressed to hand it back.

Famous actress and serial divorcee Zaza Gabor said: ''I never hated a man enough to give him his diamonds back."

Hollywood actresses who have been showing off the new brand of De Beers diamonds, Forevermark, for awards ceremonies in the US, have reportedly had the same problem.

Uma Thurman, Michelle Williams, Gwyneth Paltrow and Christina Hendricks, right, have been loath to give back their rocks after the jewels helped them make red carpet statements from the Baftas to the Grammys to the Golden Globes.

And it's not difficult to see why. Forevermark held a launch in the new Wits Art Gallery in Braamfontein, Johannesburg, on Tuesday night to celebrate a partnership with South African diamond dealer and jewellery manufacturer, Caratco.

Models graced the catwalk showing off extravagant pieces worn by some of the world's most popular celebrities. The jewels sparkled like stars under the bright lights of the all-white venue. Those invited to wear the pieces couldn't get the wide grins off their faces.

''The De Beers Group regards South Africa as its home, thanks to the 120 years of history in the diamond business," Stephen Lussier, CEO of Forevermark, said at the event.

''Consumers are seeking more from their luxury purchases these days. Not only do they demand value-for-money, but there is increasing interest in the source of their purchase and the journey it travelled. Forevermark offers a promise of beauty, rarity and responsible sourcing."

Lussier explained that each Forevermark diamond is inscribed with an invisible icon and individual identification number - hundreds of times less than the width of a hair - thus turning the diamond into a brand. Less than 1% of the world's diamonds are eligible to be Forevermark, he said.