Lab-GrownJun 04, 2025
GIA Reverting to More General Terminology for Lab-Grown DiamondsIt will quit assigning the stones specific color and clarity grades in favor of applying “new descriptive terminology.”
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
Events & AwardsJun 04, 2025
As JCK Talks Returns, Don’t Miss These 12 SessionsFrom design trends to sustainability, here’s a roundup of can’t-miss education sessions at JCK Las Vegas.
CrimeJun 04, 2025
10 Safety Tips for the Las Vegas Shows The Jewelers’ Security Alliance offers advice for those attending the annual trade shows.
Brought to you by
The True Power Behind the Counter: Why Sales Associates Are the Heart of the Jewelry BusinessWhen investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.
Events & AwardsJun 04, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
Weekly QuizMay 30, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJun 03, 2025
In Her Latest Collection, Viviana Langhoff Is Leaning Into GoldThe designer is embracing bold pieces with weight to them in “AU79,” a collection she celebrated with a creative launch party.
FinancialsJun 03, 2025
Signet Jewelers Sees Turnaround in Q1 With Sales Ticking Up 2%On an earnings call, CEO J.K. Symancyk discussed what’s working for the company and how it’s preparing for the potential impact of tariffs.
Brought to you by
Clienteling Isn’t a Buzzword. It’s an Essential Business Model.More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.
SurveysJun 03, 2025
Consumer Confidence Improves in May The index partially rebounded after months of decline, due in part to the U.S.-China deal to temporarily reduce import tariffs.
CollectionsJun 03, 2025
Dakota Johnson Is Roberto Coin’s New Brand AmbassadorThe actress stars in the latest campaign set in Venice, Italy, and is set to participate in other creative initiatives for the jeweler.
GradingJun 03, 2025
Mason-Kay Jade Adds ‘Fei Cui’ to Jade ReportsThe company has joined other labs, including GIA and Lotus Gemology, in adopting the Chinese term for "jadeite jade."
SourcingJun 02, 2025
Gemfields’ June Auction to Include 36-Carat RubyThe large stone will be offered at its June sale along with a selection of secondary-type rubies from a new area of the Montepuez mine.
GradingJun 02, 2025
GSI Opens New Lab in Thailand Located in Bangkok, the laboratory is Gemological Science International’s 14th location worldwide.
TrendsJun 02, 2025
Amanda’s Style File: Three Gems for June Those born in June have a myriad of options for their birthstone jewelry.
SourcingJun 02, 2025
David Allouche Joins Grandview Klein DiamondsThe diamond industry veteran has been named its senior sales executive.
FinancialsMay 30, 2025
Movado’s Q1 Sales Slip Amid ‘Challenging’ Retail Environment The company plans to raise the prices of select watches to offset the impact of tariffs.
Policies & IssuesMay 30, 2025
Tariffs & Designers: Navigating Pricing in an Unstable EnvironmentBetween tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.
CollectionsMay 30, 2025
Piece of the Week: Renato Cipullo’s ‘Hematite Blaze’ NecklaceDesigned by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.
Policies & IssuesMay 30, 2025
Trade Court Declares Trump’s Tariffs InvalidHowever, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.
CollectionsMay 29, 2025
Britney Spears Files Trademark for New Jewelry LineThe pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.
Supplier BulletinMay 29, 2025
Inoveo Platinum Grain, Exclusively Distributed by StullerSponsored by Stuller
SourcingMay 29, 2025
Grizzly Auctions 6,620-Carat EmeraldIt was featured in the miner’s latest sale, which brought in $24.8 million.
TechnologyMay 29, 2025
GemFind Launches AI Product Description SoftwareGemText AI uses artificial intelligence to generate tailored product titles, descriptions, and tags with jewelry-specific language.
CrimeMay 28, 2025
8 Convicted in Kim Kardashian Jewelry Heist TrialAging and with myriad health issues, none will serve time for their roles in robbing the billionaire celebrity at gunpoint in 2016.
CollectionsMay 28, 2025
NY Liberty’s 2024 Championship Rings Honor Historic WinThe WNBA team received rings imbued with meaning, from leaf motifs and its Liberty torch to the number of diamonds used.
MajorsMay 28, 2025
Andrew Rickard Named JBT PresidentA longtime executive at RDI Diamonds, Rickard has served on the JBT board for the past five years.
MajorsMay 27, 2025
MJSA to Become Part of Jewelers of America The two organizations have signed an affiliation agreement that’s expected to be finalized in the coming weeks.
