ColumnistsJan 13, 2026
2025 Was a ‘Price Up, Units Down’ Year, Here’s What That Signals for 2026 In a market defined by more selective consumers, Sherry Smith shares why execution will be independent jewelers’ key to growth this year.
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
IndependentsJan 13, 2026
Orr’s Jewelers Opens New Location in Pittsburgh’s Strip DistrictThe family-owned jeweler’s new space is in a former wholesale produce market.
CrimeJan 13, 2026
Alleged Getaway Driver Charged in Florida Jewelry Store RobberyIvel Sanchez Rivera, 52, has been arrested and charged in connection with the armed robbery of Tio Jewelers in Cape Coral, Florida.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
SourcingJan 13, 2026
Rio Grande To Offer Calibrated Diamond MeleeThe supplier’s online program allows customers to search and buy calibrated natural and lab-grown diamond melee, including in fancy shapes.
Weekly QuizJan 08, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJan 13, 2026
NYC Jewelry, Antique, & Object Show Announces Winter EventThe new show will take place Jan. 23-25, 2026.
EditorsJan 12, 2026
Platinum, White Gold Rule the 2026 Golden GlobesAssociate Editor Natalie Francisco highlights her favorite jewelry moments from the Golden Globes, and they are (mostly) white hot.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
GradingJan 12, 2026
Peter Yantzer, Former Executive Director of AGS Labs, Dies at 77 Yantzer is remembered for the profound influence he had on diamond cut grading as well as his contagious smile and quick wit.
MajorsJan 09, 2026
Kendra Scott Taps Activewear Exec as CEO Chris Blakeslee has experience at Athleta and Alo Yoga. Kendra Scott will remain on board as executive chair and chief visionary officer.
SurveysJan 09, 2026
U.S. Holiday Retail Sales Up 4%, Visa, Mastercard SayThe credit card companies’ surveys examined where consumers shopped, what they bought, and what they valued this holiday season.
AuctionsJan 09, 2026
Christie’s Names New Global Managing Director for LuxuryKimberly Miller has been promoted to the role.
CollectionsJan 09, 2026
Piece of the Week: Lionheart’s ‘Serenity’ Opal CharmThe “Serenity” charm set with 13 opals is a modern amulet offering protection, guidance, and intention, the brand said.
CollectionsJan 08, 2026
Pandora’s New ‘Bridgerton’ Jewels Celebrate Bees, Bows, and Blooms“Bridgerton” actresses Hannah Dodd and Claudia Jessie star in the brand’s “Rules to Love By” campaign.
Events & AwardsJan 08, 2026
Ana Khouri To Receive 2026 Gem Award for High Jewelry ExcellenceFounded by jeweler and sculptor Ana Khouri, the brand is “expanding the boundaries of what high jewelry can be.”
TrendsJan 08, 2026
Stuller’s Color of the Year Is a Stark Contrast to Pantone’s WhiteThe jewelry manufacturer and supplier is going with a fiery shade it says symbolizes power and transformation.
CollectionsJan 08, 2026
Gracie Abrams To Front New Chanel Jewelry CampaignThe singer-songwriter will make her debut as the French luxury brand’s new ambassador in a campaign for its “Coco Crush” jewelry line.
MajorsJan 08, 2026
Diamond Council of America Names New Board DirectorsThe nonprofit’s new president and CEO, Annie Doresca, also began her role this month.
ColumnistsJan 07, 2026
Peter Smith: Physical Retail—The Beginning or the End?As the shopping mall model evolves and online retail grows, Smith shares his predictions for the future of physical stores.
Events & AwardsJan 07, 2026
Melee Adds 13 New Designers to NYC ShowThe trade show is slated for Jan. 31-Feb. 2 at The Lighthouse in New York City's Chelsea neighborhood.
TrendsJan 07, 2026
Amanda’s Style File: Go for GarnetJanuary’s birthstone comes in a rainbow of colors, from the traditional red to orange, purple, and green.
SourcingJan 07, 2026
Diamonds Do Good Releases 2025 Impact ReportThe annual report highlights how it supported communities in areas where natural diamonds are mined, crafted, and sold.
CrimeJan 06, 2026
2 Jewelers Arrested After TraxNYC Diamond District BrawlFootage of a fight breaking out in the NYC Diamond District was viewed millions of times on Instagram and Facebook.
MajorsJan 06, 2026
Rio Grande Says These Are the Top Personalization Tools for 2026The supplier has a curated list of must-have tools for jewelers doing in-house custom work this year.
MajorsJan 06, 2026
Zales Tests Out A New LookThe Signet Jewelers-owned store, which turned 100 last year, calls its new concept stores “The Edit.”
MajorsJan 06, 2026
LeachGarner Appoints New Director of SalesLinda Coutu is rejoining the precious metals provider as its director of sales.
SourcingJan 06, 2026
AGA Announces 2026 BoardThe governing board welcomed two new members, Claire Scragg and Susan Eisen.
