TrendsDec 11, 2025
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
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.
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.
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.
More on Technology
The Latest
GradingDec 11, 2025
GIA to Offer Origin Determination for 3 More GemstonesStarting Jan. 1, customers can request the service for opal, peridot, and demantoid garnet.
IndependentsDec 11, 2025
Look Inside Day’s Jewelers’ Ninth StoreThe 111-year-old retailer celebrated the opening of its new location in Salem, New Hampshire, which is its third store in the state.
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.
MajorsDec 11, 2025
Americas Gold Releases New Gold Chain CatalogThe new catalog features its most popular chains as well as new styles.
Weekly QuizDec 11, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsDec 10, 2025
Francis Ford Coppola’s Watch Sells for $10.8MThe filmmaker’s personal F.P. Journe “FFC” prototype was the star of Phillips’ recent record-setting watch auction in New York.
WatchesDec 10, 2025
There’s A New Rolex Boutique in MiamiThe new location in the Design District pays homage to Miami’s Art Deco heritage and its connection to the ocean.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
SurveysDec 10, 2025
Consumer Confidence Drops in November Inflations, tariffs, and politics—including the government shutdown—were among consumers’ top concerns last month.
SourcingDec 10, 2025
NAJA Announces Details for 2026 ‘Ace It’ Winter Conference“Longtime favorite” presenters, as well as first-time speakers, will lead talks and workshops at the annual event in Tucson next year.
Events & AwardsDec 10, 2025
MJSA Names 2025 Responsible Design Challenge WinnerSilas Smith of Meridian Metalworks won the challenge with his pendant that blends Australian and American landscapes.
AuctionsDec 09, 2025
‘Desert Rose’ Diamond Sells for $8.8M in Abu DhabiThe sale of the 31.68-carat, sunset-hued stone was part of Sotheby’s first series of events and auctions in Abu Dhabi.
ColumnistsDec 09, 2025
Holiday Sales Happen in December, Most Decisions Don’tMost customers who walk into your store this month have made up their minds. Your job is to validate their choice, Emmanuel Raheb writes.
TrendsDec 09, 2025
‘Once Upon a Time,’ Guzema Debuted Its Holiday CollectionThe collection features characters and motifs from Ukrainian folklore, including an enchanted mirror and a magic egg.
Events & AwardsDec 09, 2025
MJSA Showcase Pavilion Returning to JA New York The pavilion will be part of the 2026 JA New York Spring show, scheduled for March 15 to 17.
MajorsDec 08, 2025
Juell Kadet, a ‘Lifelong Pillar’ of Rogers & Hollands, Dies at 96Kadet, a 1994 National Jeweler Retailer Hall of Fame inductee, helped grow the family-owned retailer in the Chicago area and beyond.
TrendsDec 08, 2025
Amanda’s Style File: Celebrating December’s BirthstonesDon’t let those with December birthdays feel blue. Help them celebrate their month with blue zircon, turquoise, and tanzanite.
CollectionsDec 05, 2025
Piece of the Week: Robinson Pelham’s ‘Tsar Star’ EarringsThe new pink sapphire version of the piece dances with its wearer in the brand’s “Icons After Dark” holiday campaign.
TrendsDec 05, 2025
Pantone’s Color of the Year for 2026 Is … WhiteA choice that’s generated a lot of commentary, Pantone says “Cloud Dancer” marks a fresh start and encourages relaxation and creativity.
MajorsDec 05, 2025
Stuller Releases ‘Wrapped in Wonder’ CampaignThe manufacturer’s holiday campaign features a gift guide filled with trending designs and jewelry that can be personalized.
CrimeDec 04, 2025
Man Arrested After Allegedly Swallowing Fabergé Egg PendantThe man was charged with theft, accused of ingesting the necklace while in a jewelry store in Auckland, New Zealand.
IndependentsDec 04, 2025
Step Inside JR Dunn Jewelers’ Giant New Store The Florida independent expanded its store from 8,000 to 14,000 square feet, fulfilling the vision of its late co-founder, Jim Dunn.
Supplier BulletinDec 04, 2025
Introducing Shop Natural Day: A New Movement Celebrating Natural DiamondsSponsored by De Beers Group
WatchesDec 04, 2025
Casio Shrinks its G-Shock WatchThe classic 5600 series G-Shock has been scaled down to about a tenth of its size, becoming a fully functioning watch ring.
Events & AwardsDec 04, 2025
AGA Announces 2026 Tucson Speaker LineupThe association’s annual conference and gala will take place Feb. 4, 2026, during the Tucson gem shows.
Events & AwardsDec 04, 2025
CBG Announces Speaker Lineup for 2026 Miami Event The January show will include a workshop for jewelry retailers on implementing AI to strengthen their businesses.
TrendsDec 03, 2025
Miley Cyrus Debuts Edgy Engagement RingFellow musician Maxx Morando proposed to the star with a chunky, cushion-cut diamond ring designed by Jacquie Aiche.
