Technology

Forevermark Expands E-Commerce, Launches Capsule Collection

TechnologyMay 28, 2020

Forevermark Expands E-Commerce, Launches Capsule Collection

The De Beers-owned diamond brand has partnered with stylist Micaela Erlanger to create a diamond and platinum bridal capsule collection.

20200528_Micaela_Erlanger_header.jpg
This summer, Forevermark will launch a capsule collection of bridal jewelry created in collaboration with stylist Micaela Erlanger.

New York—Forevermark is expanding its website’s capabilities and launching a bridal capsule collection in collaboration with a well-known stylist, executives announced at the recent, virtual Forevermark Forum.

In a presentation streamed Thursday, Forevermark U.S. President Charles Stanley gave a long list of updates on developments to Forevermark.com, which included the brand selling more jewelry online directly to consumers while still profit-sharing with retailers.

The diamond brand will sell all Forevermark collections online—the Engagement & Commitment Collection, Classics, the new Forevermark x Micaela bridal collaboration and Tribute, which it has sold online since late 2018.

Retailers that carry Forevermark also now will be allowed to sell these collections online.

Stanley also listed a number of other improvements on tap for Forevermark.com, including:
— Updating the site to have a single store locator that includes icons representing which collections each store carries;
— Linking a store’s actual inventory to the site so consumers can see the in-store availability of exact product;
— Developing a “legally compliant” process to share the information of customers who buy on Forevermark.com with jewelers; and
— Introducing a virtual try-on tool that can be used by consumers both on Forvermark.com and in stores.

More information about when these enhancements will go live is forthcoming, he said.

 “Our new normal means we can no longer think of physical stores and e-commerce in separate buckets, as U.S. consumers have meshed the two channels together.” — Charles Stanley, Forevermark U.S.
Stanley cited statistics regarding the importance of integrating the in-store and online experiences.

He said while more than 80 percent of all diamond jewelry is still bought in physical stores, 78 percent of shoppers use at least one omnichannel service, like booking an appointment or looking up inventory online, or buy online, pick up in store.

Of shoppers who choose to buy online and pick up in store, also known as BOPIS, 21 percent made an additional purchase when they came in to get their item, and 15 percent did so when coming in to return an item they bought online.

“The current crisis has accelerated consumers’ online activity, resulting in them wanting even more dynamic and seamless shopping experiences,” Stanley said during his presentation.

“Our new normal means we can no longer think of physical stores and e-commerce in separate buckets, as U.S. consumers have meshed the two channels together.”

The ninth annual Forevermark Forum originally was scheduled to take place
in March in Miami but, like so many other events, was moved online because of the coronavirus pandemic.

In addition to Stanley, the 600-plus retailers, manufacturers and diamantaires who tuned into the virtual conference heard from Nancy Liu, Shanghai-based CEO of Forevermark.

Liu gave insight into consumer trends in China following the reopening of retail, noting that the Forevermark business in the country has returned “more rapidly than anticipated,” with like-for-like sales up 23 percent in April.

“In China shoppers have begun to return to luxury goods, with branded jewelry and bridal leading the recovery,” she said. “We see strong self-reward and pent-up demand, and two key bridal seasons compressed into one.”

Also during the Forum, Forevermark announced the launch of a capsule collection created in collaboration with celebrity stylist Micaela Erlanger, who’s dressed numerous clients in Forevermark on the red carpet, including Lupita Nyong’o at the SAG Awards earlier this year.

If Erlanger’s name sounds familiar to those in the jewelry industry, it’s because she’s the brand ambassador and curated a collection for the “Platinum Born” line distributed by Suna Bros.

For the Forevermark capsule collection, Erlanger turns to the white metal once again, as the assortment of wedding bands and diamond engagement rings will be made exclusively in platinum.

Forevermark x Micaela will launch this summer and be sold on Forevermark.com and by authorized retailers.
Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

Graphic for My Next Question episode on lab-grown diamonds
Recorded WebinarsSep 29, 2023
The Lab-Grown Diamond Market: Where Are We Now?

Watch as Edahn Golan, Sherry Smith and Avi Levy join Michelle Graff to talk pricing and trends in this controversial corner of the market.

692-carat rough diamond from the Karowe Mine
SourcingSep 29, 2023
Lucara Severs Ties With HB Antwerp

The two companies initially partnered during the pandemic and had just signed a 10-year sales agreement in November 2022.

Sonya K. Taylor diamond tennis necklace with tourmaline drop
CollectionsSep 29, 2023
Piece of the Week: Sonya K’s Versatile Necklace

A classic diamond tennis necklace gets a whole lot cooler with a removable pendant.

BroughtToYou_Image_R02_V02_LK-01.jpg
Brought to you by
Top 5 Ways to Promote Safety and Security Awareness Among Your Staff

Awareness is essential to proactive protection. Learn how to promote and maintain safety and security awareness in your business.

Columbia Gem House Woz Cuts
EditorsSep 28, 2023
The Gemstone World Is In Its Unique Cut Era

Associate Editor Lauren McLemore recently spoke with Columbia Gem House’s Eric Braunwart about the uptick in non-traditional gemstone cuts.

Weekly QuizSep 29, 2023
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
Pre-Owned Luxury by Rocksbox logo
MajorsSep 28, 2023
Signet-Owned Rocksbox Now Sells Pre-Owned Fine Jewelry

“Pre-Owned Luxury by Rocksbox” offers secondhand jewelry from Kay, Zales, and Jared to members and non-members.

Gold Roman Bracelet from the British Museum
CrimeSep 28, 2023
Have You Seen Jewels Like These? The British Museum Wants to Know

The museum is asking for the public’s help in finding thousands of pieces of ancient gold jewelry and gemstones stolen from a storeroom.

Dialog Solutions
Brought to you by
A Conversation with Dialog Solutions

Do you always want the right diamonds at the right price in your store? Introducing Dialog, the world’s first diamond subscription service.

Pam Waclawski The Kingswood Company
MajorsSep 28, 2023
The Kingswood Co. Names New VP, Wins Award

The company was recognized for one of its private-label, consumer-focused jewelry care lines.

Chaumet diamond necklace, circa 1900
AuctionsSep 27, 2023
Antique Jewels Shine at Bonhams London

A rare Chaumet necklace and 20th-century sapphire ring sold for double their estimates.

Stock image of rough diamonds from De Beers
SourcingSep 27, 2023
India Calls for 2-Month Moratorium on Rough Diamond Imports

The plea comes against a backdrop of declining demand and falling prices.

Hands pushing a shopping cart
SurveysSep 27, 2023
Consumer Confidence Falls in September Amid Rising Recession Fears

Shoppers also expressed concern about rising prices, higher interest rates, and political uncertainty.

   Platinum Guild International logo
Events & AwardsSep 27, 2023
PGI to Dole Out $500K in Business Grant Program

Participants from the first round of grants saw up to a 900 percent increase in their platinum sales.

Citizen Tsuki-yomi A-T moon phase watch
WatchesSep 26, 2023
Citizen Launches the Tsuki-Yomi A-T Timepiece

According to the watchmaker, it features the first light-powered atomic timekeeping moon phase movement.

Sally Nelson Exclusively Diamonds
IndependentsSep 26, 2023
Sally Nelson, Founder of Exclusively Diamonds, Dies at 86

The former teacher, described as “a pioneer for women-owned businesses,” opened her own jewelry store in 1980.

Crescendo, a 147.96-carat golden citrine by John Dyer for Somewhere In The Rainbow
Events & AwardsSep 26, 2023
2023 Spectrum Awards Entry Deadline Extended

The contest is now open for submissions until Oct. 10.

Instore show logo
Events & AwardsSep 26, 2023
Instore Announces Dates for 2024 Show

The annual event will return to Rosemont, Illinois next August.

Gold holiday gift boxes
SurveysSep 26, 2023
Mastercard Makes Its 2023 Holiday Prediction

According to SpendingPulse, retail sales will increase in November and December but not necessarily for jewelers.

Stock image of hands in handcuffs
CrimeSep 25, 2023
Oregon Jeweler Accused of Selling Lab-Grown Diamonds as Natural

Police say Douglas Wayne Gamble also swapped natural diamonds for synthetic stones and failed to return customers’ repairs.

Neil Lane lab-grown diamond engagement rings for Kay Jewelers
CollectionsSep 25, 2023
Neil Lane’s Latest Collection Uses Lab-Grown Diamonds

The designer just launched a new bridal range at Kay Jewelers.

Yunjo Lee
MajorsSep 25, 2023
Hearts On Fire Taps Mejuri Exec as CCO

Yunjo Lee has also worked on collections for Tiffany & Co. with Paloma Picasso and Frank Gehry.

Steve Levine of Sylvie Jewelry
MajorsSep 25, 2023
Second Generation Takes On New Roles at Sylvie Jewelry

Steve Levine joins the family-owned company, while his brother Gary has a new position.

David Yurman Paris flagship
MajorsSep 22, 2023
David Yurman Alleges These Two Companies Copied Its Designs

The company has filed complaints against Royal Chain and Samuel B.

Yun Yun Sun toi et moi diamond Puzzle ring
TrendsSep 22, 2023
Piece of the Week: Yun Yun Sun’s ‘Puzzle’ Ring

The two-stone style benefits from two-toned metal.

Mineral display at HardRock Summit 2023
Events & AwardsSep 22, 2023
HardRock Summit To Relocate In 2024

The event is moving just outside of Denver.

Timex ReWound video screenshot
WatchesSep 21, 2023
Timex Wants Your Old Watch

The company just rolled out “Timex Rewound,” a new takeback and resale program.

GIA logo
GradingSep 21, 2023
Retailers Warned About Fraudulent Email Purportedly From GIA

The lab confirmed it did not send the message.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy

Additionally, paste this code immediately after the opening  tag: