Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
MajorsNov 07, 2016
Forevermark Rolls Out 2016 Holiday Campaign
This year, the De Beers-owned diamond brand is bringing the “Ever Us” two stone jewelry into its advertising mix.
The ad campaign behind the “Ever Us” two-stone jewelry is designed to showcase two people, each with their own goals and aspirations, “coming together to form a powerful bond rooted in friendship and love,” Forevermark said.
Stamford, Conn.--De Beers diamond brand Forevermark has started its advertising for the holiday season, tackling the all-important shopping time with a three-tier program.
This year, the multi-faceted strategy is bringing the uber-successful “Ever Us” two-stone jewelry, launched with Signet last year, into the marketing mix, as initially announced at JCK Las Vegas.
A new commercial rolls out nationally today featuring the line’s jewelry, in particular the signature bypass ring, but also showcasing the expansion of the product offering like hoops and pendants.
Directed by Anders Hallberg and filmed in New York City, the spot has a 15- and 30-second version and will air on prime networks stations including ABC, CBS and NBC as well as a number of cable networks like ESPN, NFL Network and History.
The commercial also will air on primetime and cable programs like “Dancing with the Stars,” “Modern Family,” “The Big Bang Theory,” “The Voice,” “SportsCenter” and “NFL Game Day Live.”
“After launching the ‘Ever Us’ two stone category with Signet last year, we decided to bring the concept to life through our own television commercial that would create an emotional connection with the Forevermark customer,” said Charles Stanley, president of Forevermark U.S. “The commercial focuses on two individuals, each with their own unique aspirations and goals, coming together to form a powerful bond rooted in friendship and love.”
The “Ever Us” campaign also includes a print component, featuring both lifestyle and product ads that will run throughout the fourth quarter in publications that target affluent consumers--Elite Traveler, InStyle, Travel + Leisure and W magazine.
The digital aspect will run on paid search, paid social media, targeted networks, mobile and on premium websites like Afar, StyleCaster, The Atlantic and The Washington Post.
The second part of Forevermark’s holiday campaign is advertising behind its Black Label Collection, a line of specially cut diamonds it also unveiled during the JCK Las Vegas show. Currently including round, cushion, square and oval, the collection will add a heart shape in 2017.
Black Label’s holiday advertising will include print creative in publications such as Brides, Grace Ormonde Wedding Style and Modern Luxury Brides, and digital advertising including banner ads and custom content on websites like Harper’s Bazaar, The Knot and social media platforms.
Rounding out the company’s three-tiered advertising strategy for the holidays is a new round of ads
from the “Seize the Day” campaign, re-launched last year.
The updated ads will be similar to those seen in the past, aiming to increase consumer diamond demand by directly targeting men leading up the holidays with bold copy lines tied to a specific product.
Each ad also will feature a call-to-action to drive consumers to Forevermark’s website and, further, to its retail jewelers.
“Seize the Day” will launch on Nov. 17 with digital ads on male-targeted websites as well as paid search and social media.
It also will run out-of-home units in 24 markets across the country, including high-traffic areas like New Jersey Transit, Long Island Railroad and Metro North Railroad in the New York metro area, Lenox Station in Atlanta, and Boston’s South Station.
Partnership version of all ads in the three campaigns will be available to jewelers who carry Forevermark.
The updated ads will be similar to those seen in the past, aiming to increase consumer diamond demand by directly targeting men leading up the holidays with bold copy lines tied to a specific product.
Each ad also will feature a call-to-action to drive consumers to Forevermark’s website and, further, to its retail jewelers.
“Seize the Day” will launch on Nov. 17 with digital ads on male-targeted websites as well as paid search and social media.
It also will run out-of-home units in 24 markets across the country, including high-traffic areas like New Jersey Transit, Long Island Railroad and Metro North Railroad in the New York metro area, Lenox Station in Atlanta, and Boston’s South Station.
Partnership version of all ads in the three campaigns will be available to jewelers who carry Forevermark.
More on Majors
The Latest
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ PendantThe Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated StoreThe jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired CollectionInterior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.
Weekly QuizApr 18, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs ImpactDuring a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.
Lab-GrownApr 17, 2025
NDC Launches Its Diamond Learning CenterThe free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They DeserveBench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.
Policies & IssuesApr 17, 2025
Jewelers of America Requests Tariffs Testimonials from MembersThe feedback will be used to prepare other jewelers for the challenges ahead, the organization said.
TechnologyApr 17, 2025
Technology Therapy Group Expands AI Training for Jewelry RetailersThe online sessions are designed to teach jewelers to use AI tools like ChatGPT and Claude to grow their business.
IndependentsApr 16, 2025
Catbird Expands to ChicagoThe opening marks the jewelry retailer’s first location in the Midwest.
CollectionsApr 16, 2025
Foundrae’s First Commitment Jewelry Collection Unites Through LoveThe “United in Love” collection offers tangible mementos of hearts entwined with traditional and non-traditional commitment heirlooms.
IndependentsApr 16, 2025
Indiana Jeweler to Host Black Jewelry Designer Pop-UpRobert Goodman Jewelers will hold a “Black Jewelry Designers and Makers” event on April 27.
EditorsApr 15, 2025
Tariffs: What We Know Right Now Editor-in-Chief Michelle Graff answers questions about how the new taxes levied on countries like India and China will impact the industry.
EditorsApr 15, 2025
Q&A: Bogolo Joy Kenewendo on Making Deals, Marketing DiamondsKenewendo, Botswana’s minster of minerals and energy, discusses closing the deal with De Beers and the work that was missed along the way.
AuctionsApr 15, 2025
23-Carat ‘Golconda Blue’ Heads to AuctionThe historic fancy vivid blue diamond set to headline Christie’s Geneva sale next month could sell for up to $50 million.
FinancialsApr 15, 2025
LVMH’s Q1 Sales Slip 2 PercentLVMH CFO Cécile Cabanis also discussed the effects of tariffs so far.
CrimeApr 15, 2025
Jon Hamm Plays a Jewel Thief on Apple TV+The “Mad Men” and “The Morning Show” star steals jewelry, art, and handbags from his wealthy neighbors in “Your Friends & Neighbors.”
SourcingApr 15, 2025
Diamond Club West Coast Names 2025 BoardThe organization has reelected Kalpesh Jhaveri as president.
FinancialsApr 14, 2025
Movado to Restate Years of Financials Due to ‘Misconduct’ in Dubai An investigation found that the former managing director of Movado’s Dubai branch overstated and prematurely recorded sales.
CollectionsApr 14, 2025
Sauer Embraces Emptiness Through ‘Ma’ CollectionThe collection pays tribute to the Japanese philosophy of Ma, studying balance, stillness, and the interplay between presence and absence.
IndependentsApr 14, 2025
Illinois Jeweler Closing After 45 YearsMari Lou’s Fine Jewelry in Orland Park, a suburb of Chicago, is closing its doors.
GradingApr 14, 2025
GIA Expands Overseas Services as Tariffs Kick InGIA’s labs in Dubai and Hong Kong are now accepting larger diamonds in light of the “logistical challenges” presented by the new tariffs.
AuctionsApr 11, 2025
Piece of the Week: A Replica of Princess Grace’s Wedding EarringsThese earrings by Van Cleef & Arpels, featuring the same design as a pair worn by Princess Grace, are up for auction at Woolley & Wallis.
Recorded WebinarsApr 11, 2025
Watch: Top Tips for Saving Time With AITwo experts share how artificial intelligence tools can help retailers run a more efficient business.
SourcingApr 11, 2025
Mikimoto Names New President, CEO for U.S. DivisionKentaro Nishimura, who has been with the pearl company since 1997, has been promoted to president and CEO of Mikimoto America.
WatchesApr 11, 2025
Bulova Documentary Now on Amazon Prime“America Telling Time: 150 Years of Bulova” explores the storied history of the American watchmaker.
