Dana J. Lorberg brings 35 years of experience in finance, technology, and strategy to the role.
Forevermark to Focus on Women in Q4, Backed by a Beacon
The De Beers-owned diamond brand’s fourth quarter marketing campaign will target women, both single and married, who buy jewelry for themselves.
Las Vegas--Women will be the focus of Forevermark’s fourth quarter marketing campaign, which, like the beacon programs of the past, will center on a single diamond jewelry design developed by De Beers.
Announced Sunday at the diamond brand’s annual breakfast in Las Vegas, the marketing campaign will focus on women--both married and single--who buy jewelry for themselves, a category that has grown significantly.
According to De Beers research presented at the breakfast, the number of women who buy jewelry for themselves has increased by 50 percent in the past 10 years and now accounts for more than 30 percent of the U.S. diamond jewelry market.
The campaign also will speak to women who receive gifts of diamond jewelry that celebrate personal success and growth, like promotions or career changes.
“It’s time to tell her story,” Charles Stanley, president of Forevermark U.S., said.
He said that this type of program--which is reminiscent of the De Beers “beacons,” like Journey diamond jewelry and the three-stone (past, present, future) ring--is what Forevermark partners have been asking for from the brand. He described it as getting “back to basics.”
The tagline used in the advertising will be trademarked and the design will be exclusive to retailers that carry Forevermark, unlike last year’s fourth quarter program, which piggy-backed on the success Signet Jewelers had with the “Ever Us” collection of two-stone jewelry.
“We understand that two-stone jewelry did not work for some of you,” Stanley said, addressing the retailers present at Sunday’s breakfast. “You need to love the product.”
The advertising and marketing materials to support the campaign are still being developed but are slated to roll out in October following a launch event in New York. The campaign will include national TV commercials as well as digital elements.
Forevermark is keeping the design concept under wraps for now; all that company executives would reveal at Sunday’s breakfast is that is a multi-diamond design and will be available in earrings, necklaces and rings.
While the diamond brand didn’t reveal much about its “big idea” on Sunday, Forevermark did debut the new “Lorato” collection, an exclusive line of bracelets benefiting Tusk, a charity raising awareness of the threat facing black and white rhinos in sub-Saharan Africa.
Forevermark
The bracelet, which is available in 10 color combinations, features a 10-point Forevermark diamond with a rhino charm and the Forevermark icon on either a gold chain bracelet or colored fabric cord. It will start around $500 retail.
Lorato is slated to launch on World Rhino Day, Sept. 22.
The Latest
The suspects are said to have been involved in the armed robberies of four jewelry stores across three Midwest states.
The new designs blend Creative Director Reed Krakoff’s aesthetic with the brand’s Balinese roots.
From protecting customer data to safeguarding inventory records, it's crucial to learn how to tackle cybersecurity challenges.
The artwork, titled “Pristine,” was raffled off at the Canadian Jewellers Association’s recent summit.
Designer Rosanne Karmes has created a collection to coincide with the release of the movie musical, which is expected to be a blockbuster.
The retailer said it will file the necessary paperwork to regain compliance as soon as it is able.
This fall, sharpen your skills in jewelry grading, quality control and diamond assessment.
Whether you’re calming the jittery gentleman in seat 13B or selling a diamond ring to a hesitant customer, an empathetic approach is best.
The gala includes a red carpet, music from DJ Renata, an awards program, and “mystery boxes.”
The trade show, in its third year, will take place in late September at the Donald E. Stephens Convention Center in Rosemont, Illinois.
The jeweler shared her change of heart on lab-grown diamonds and why she keeps them separate from natural diamonds in her business ventures.
The 2025 Gem Awards are scheduled to take place March 14 at Cipriani 42nd Street in New York City.
Grosz had served as Assael’s senior vice president and creative director since 2017.
“Love and Celebration” is the jeweler’s first in-house collection featuring engagement rings, wedding bands, and celebration rings.
A more positive view of the labor market contributed to the strongest monthly gain since March 2021.
The funds will be distributed to schools in the U.S., Canada, and the U.K.
Jennifer Mulvihill, the first woman to lead JSA in the organization’s 141-year history, takes over for the retiring John Kennedy.
This year’s festivities include more than 100 experiences, such as designer showcases, panel discussions, and even a treasure hunt.
The GMT-Master “Pepsi” that belonged to astronaut Edgar Mitchell is one of two Apollo-flown Rolex watches ever sold at auction.
The ads star brand ambassadors Chloe and Halle Bailey and Pamela Anderson.
The company combined two sights in Q3 due to the slowdown in demand, and said it is moving up the dates for sights 9 and 10 in Q4.
The jewelry designer discussed how she got into the jewelry industry, what she keeps in her favorite locket, and the future of her brand.
Participants can buy five votes for $5 to decide which jeweler will dress up as an ‘80s rockstar for Halloween.
These 15 pieces of jewelry hand-picked ahead of Halloween appeal to the costume- and candy-loving child in all of us.
Starboard Luxury is bringing the Italian brand aboard The Ritz-Carlton Yacht Collection’s newest yacht.
The pendant, circa the late 1700s, likely was commissioned to remember a loved one who died young.