MajorsJul 01, 2025
Cast Closes Business, Plans for RelaunchThe jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.
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
Events & AwardsJul 01, 2025
William Goldberg Diamonds, FIT Partner for Apprenticeship ProgramThe company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.
IndependentsJul 01, 2025
Elie Hannoush, Founder of Hannoush Jewelers, Dies at 73He is remembered for his successful entrepreneurship, generosity, and dedication to his family.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
MajorsJul 01, 2025
Claire’s Is Looking for a Buyer, Report SaysThe jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.
Weekly QuizJun 26, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsJul 01, 2025
Amanda’s Style File: Red Hot RubiesWelcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.
CollectionsJun 30, 2025
State Property’s New Jewelry Tells ‘The Story of Everything’Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
ColumnistsJun 30, 2025
The Smart Lab: Why Q3 Is the Secret Weapon For Holiday Jewelry SalesThe best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.
Events & AwardsJun 30, 2025
AGA Names Recipient of 2025 Gemological Education ScholarshipThis year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.
IndependentsJun 30, 2025
Melanie Grant’s New Book Explores 200 Years of Jewelry“The Jewelry Book” comes out this September.
IndependentsJun 27, 2025
David Webb Announces New Hires, PromotionsFollowing its recent acquisition, the storied brand has updated its leadership team and regional managers.
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner AGS also named the recipient of its “Women in Leadership” scholarship.
CollectionsJun 27, 2025
Piece of the Week: Buddha Mama’s ‘Monstera’ Wrap RingThe 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers DownsizesRocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.
IndependentsJun 26, 2025
Penny Ruston Dies at 80 The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.
SurveysJun 26, 2025
After Recovering in May, Consumer Confidence Dips in June The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.
CollectionsJun 26, 2025
Jam Out With Sorellina’s Jimi Hendrix-Inspired JewelsThe “Playlist: Electric Dreams” collection brings lyrics from the musician’s song, “Little Wing,” to life through fine jewelry.
Events & AwardsJun 26, 2025
The Jewelry Symposium Is Looking for Speakers for 2026 EventThe event is set for May 16-19 in Detroit, Michigan.
IndependentsJun 25, 2025
Marissa Collections Opens in Nantucket as Legal Fight ContinuesThe Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.
CrimeJun 25, 2025
Customs Nabs Another Big Shipment of Fake Cartier, Van Cleef JewelryAgents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.
CollectionsJun 25, 2025
Splash into Karina Choudhrie’s Collection of Underwater Circus PerformersThe designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.
Events & AwardsJun 25, 2025
JA Announces Impact Initiative Fund RecipientsThe trade association has chosen the recipients of the funding initiative it formed to foster the growth and sustainability of the industry.
SourcingJun 25, 2025
2025 AGTA Spectrum Awards Open for EntriesThe organization has also announced this year’s slate of judges.
EditorsJun 24, 2025
The Best New Jewelry from Couture 2025, Part 2Associate Editor Natalie Francisco shares 20 additional pieces that stood out to her at the Couture show.
IndependentsJun 24, 2025
Colorado Bench Jeweler Celebrates 50 Years With Local RetailerLori Tucker started at Williams Jewelers when she was 18 years old.
WatchesJun 24, 2025
Citizen’s New ‘Fantastic Four’ Watch Is Literally Super The “Marvel | Citizen Zenshin” watch is crafted in Super Titanium and has subtle nods to all four “Fantastic Four” superheroes on the dial.
