WatchesApr 10, 2026
These Watches Have Increased in Value the Most Since 2018, Says Chrono24The top-performing watch models may be surprising, with Rolex and several popular pandemic-era picks notably absent from the top 20.
IndependentsJun 06, 2017
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
Editors' Picks
Sponsored by
will donate a percentage from every sale from Lorato (Lorato means “love” in Setswana, the native language of South Africa and Botswana) to Tusk.
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 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.
More on Independents
The Latest
CollectionsApr 10, 2026
Ophelia Eve’s Toggle Pendant Holds Your SecretsThe “Scroll” toggle pendant, our Piece of the Week, opens to reveal a hidden message, mantra, or love letter written on washi paper.
ColumnistsApr 09, 2026
Jewelry Demand Isn’t Stronger, Prices Are Just Higher Jewelers who misinterpret the state of the jewelry market risk employing the wrong retail strategy, cautions columnist Sherry Smith.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
MajorsApr 09, 2026
Tiffany & Co. Promotes Nathalie Verdeille to SVP, Chief Artistic OfficerIn her newly expanded role, she will continue to oversee the jewelry category, as well as watches, home, and accessories.
Weekly QuizApr 09, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesApr 09, 2026
Jacob & Co. Rolls Out Its Sequel to ‘The Godfather’ Musical Watch“The Godfather II” watch plays two melodies from the mob film’s score, “The Godfather’s Waltz” and “The Godfather Love Theme.”
Events & AwardsApr 09, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerOrganizers have also introduced the new JCK Talks Signature Series, as well as an offering of watch-focused workshops and lectures.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
SourcingApr 09, 2026
AGA To Honor ‘Quiet Leadership’ With New AwardThe Alan Hodgkinson Medal recognizes gemologists who are consistently generous with their time and expertise.
WatchesApr 09, 2026
Oris Names New CEO, CFOThe Swiss watchmaker is changing up its executive leadership team as part of a restructuring.
CollectionsApr 08, 2026
Hearts On Fire Celebrates 30 Years By Asking a QuestionThe “What’s Your Signature?” campaign invites women to think about how they see themselves.
SourcingApr 08, 2026
Sale of 42-Carat Blue Diamond Gives Petra a Boost in Q3The big diamond’s sale added to the company’s revenue though the market remains “challenging” overall, particularly for smaller goods.
Events & AwardsApr 08, 2026
AGS Confluence Returns with AI, Sustainability SessionsRob Bates of The Jewelry Wire will also moderate a panel on the state of the jewelry industry during the virtual event.
Events & AwardsApr 08, 2026
TJS to Honor 2 Longtime Former Stuller EmployeesThe Jewelry Symposium will honor two industry veterans with lifetime achievement awards at its upcoming May event.
TrendsApr 08, 2026
Amanda’s Style File: April’s Brilliant Birthstone With their durability, brilliance, and beauty, diamonds are the perfect stone for everyday birthstone jewelry.
MajorsApr 07, 2026
QVC Group’s Latest Filing Calls Its Future Into QuestionThe retailer failed to file its annual report on time and said it may issue a going concern warning.
ColumnistsApr 07, 2026
Peter Smith: A Tip to the Post Office on Workplace CultureSmith recounts a recent trip to the post office that included an uncomfortable, embarrassing, and public exchange between two employees.
GradingApr 07, 2026
GIA CFO David Tearle to Retire in June John Cowley, who has more than 30 years of experience, is succeeding Tearle as the lab’s chief financial officer.
CollectionsApr 07, 2026
Nerd Out Over Gemology Geek’s First Jewelry CollectionFounder Erica Silverglide has designed 35 colorful pieces set with fluorescing gemstones for the brand's first finished jewelry offering.
CollectionsApr 07, 2026
Ukrainian Jewelers Highlighted In New Book“Ukrainian Jewelry | Contemporary Jewelry and Art Jewelry from Ukraine” features 33 contemporary Ukrainian designers and studios.
CollectionsApr 06, 2026
Fope’s New Jewelry Debuts Are Golden“The Golden Now” campaign celebrates the here and now with the brand’s signature styles and a selection of its new pieces.
MajorsApr 06, 2026
Kecia Caffie, Corinne Bentzen No Longer With Signet JewelersSignet confirmed that Caffie, president of Zales and Banter, and Bentzen, who headed Blue Nile, have left the company.
CollectionsApr 06, 2026
Historian Tanzy Ward Pens Book on Black Victorians’ JewelryThe antique jewelry dealer talks about the importance of including Black Americans in jewelry history and preserving their stories.
SourcingApr 06, 2026
Gemfields Reports $51M Loss in 2025Both its mines faced challenges last year, from operational issues to disruptions in the market.
CollectionsApr 03, 2026
Taylor Swift’s ‘Elizabeth Taylor’ Video Puts Jewelry Front and CenterIconic pieces, like the Mike Todd Diamond Tiara, appear in the superstar’s new music video for her song inspired by the actress.
MajorsApr 03, 2026
Saks Global Says It Will Emerge From Bankruptcy This SummerThe luxury retailer, which went Chapter 11 in January, announced Thursday that it has secured $500 million in exit financing.
Events & AwardsApr 03, 2026
JCK Luxury, NouvelleBox Partner on New Designer BallroomThe NouvelleBox ballroom will feature independent jewelry designers, including Lene Vibe, Wyld Box Jewelry, and Kiaia Limited.
