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.
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.
The Latest
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.
CollectionsApr 03, 2026
Buddha Mama Brings Its ‘Moon’ Locket To DallasThe one-of-a-kind locket, our Piece of the Week, opens to reveal three hidden images to keep close to your heart.
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.
TrendsApr 02, 2026
Michelle Yeoh Fronts New Mikimoto Campaign The campaign is a tribute to the year 1893, when Kokichi Mikimoto created the world’s first cultured pearl.
Weekly QuizApr 02, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
GradingApr 02, 2026
GIA Debuts New Campus in TaiwanIt is the only GIA school to offer the GIA Graduate Gemologist program in Chinese.
MajorsApr 02, 2026
DCA Launches ‘Second Spark’ Workforce InitiativeThe initiative connects veterans and parents returning to the workforce with careers in jewelry retail.
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.
MajorsApr 02, 2026
Hoover & Strong Names New National Sales RepresentativeThe wholesale manufacturer and precious metals refiner has appointed Michael Angelo as its new national sales representative.
MajorsApr 01, 2026
Foundrae Sues Pandora for Allegedly Copying Its Medallion DesignsFoundrae also accused the jewelry giant of copying its mood board style of marketing.
AuctionsApr 01, 2026
John Jacob Astor IV’s Titanic Pocket Watch Heads to AuctionA Patek Philippe for Tiffany & Co. timepiece owned by the American businessman who died on the Titanic will be offered at Freeman's Chicago.
SurveysApr 01, 2026
Consumers’ Outlook Improves Again in MarchThe Conference Board’s Consumer Confidence Index edged up, with optimism about the present outweighing worries about the future.
IndependentsApr 01, 2026
Zachary’s Jewelers’ Constance Polamalu to Release Children’s BookThe retailer’s Zach Bear gift comes to life in “Zach Bear and the Window Necklace,” which centers on curiosity, bravery, and helping.
Events & AwardsApr 01, 2026
AGA Opens 2026 Gemological Scholarship, Research Grant ApplicationsApplications are open for the AGA Gemological Scholarship Program through May 15, and until June 2027 for the Gemological Research Grant.
ColumnistsMar 31, 2026
Q1 Clues That Reveal Where Your Jewelry Store’s Sales Are Heading These customer behavior patterns say a lot about how successful your jewelry store is going to be this year, Emmanuel Raheb writes.
CollectionsMar 31, 2026
Mejuri Adds Silver to ‘Puzzle’ CollectionMejuri’s popular collection of 18-karat yellow gold vermeil rings debuted in sterling silver alongside new “Puzzle” slider charms.
CollectionsMar 31, 2026
Buddha Mama, Ashley Longshore to Host Pop-Up in DallasThe Miami-based jewelry brand and the NYC-based artist will be in Dallas from April 9-11.
SourcingMar 31, 2026
NDC Designates April 8 as 'World Diamond Day'The initiative invites those in the industry to share stories on social media highlighting the meaning and impact of natural diamonds.
SourcingMar 31, 2026
GIA VP Jillian Wolk to Take Over at Tracr Wolk’s first day on the job as CEO of Tracr, De Beers Group’s blockchain platform, will be May 1.
EditorsMar 30, 2026
Tom Moses Looks Back on His Decades at GIA Moses, who will leave the lab in May after nearly 50 years, discusses his start in the business, gemstones that stand out, and what’s next.
TrendsMar 30, 2026
Oscar Heyman Debuts First Spring CatalogThe new catalog, which showcases 35 one-of-a-kind pieces of jewelry, is a compliment to the company’s popular holiday catalog.
SourcingMar 30, 2026
Rio Tinto Hauls Last Load from DiavikProduction has ceased at the Canadian diamond mine, which has yielded more than 150 million carats of rough diamonds in its 23-year run.
MajorsMar 30, 2026
Tanishq Opens First New England LocationThe store opening marks the 10th United States location for the India-based jewelry retailer.
MajorsMar 27, 2026
Saks Global Has Changed Its Mind About Closing These 3 StoresTwo Saks Fifth Avenue locations, one in Florida and one in California, and one Neiman Marcus store are off the chopping block.
IndependentsMar 27, 2026
Jimmy West, Longtime LJG Executive Director, Dies at 72West, who started in the art department at the Leading Jewelers Guild in 1979, is remembered for his patience, kindness, and dedication.
CollectionsMar 27, 2026
Itä’s ‘Yarí Whirl’ Ring Tells Every Side of the StoryIn the “Tesoro” version of the ring, our Piece of the Week, each side of the gold hexagonal nugget has a unique colored gemstone design.
WatchesMar 26, 2026
Q&A: Citizen Watch America President Jeffrey Cohen on Eco-Drive’s 50th AnniversaryCohen discusses the evolution of Citizen’s light-powered technology, the brand’s cross-generational appeal, and tariffs.
