AuctionsJun 12, 2025
Vintage Patek Philippe From the ‘50s Sells for $4M at Sotheby’s Al Capone’s pocket watch also found a buyer, though it went for less than half of what it did at auction four years ago.
EditorsDec 17, 2012
Leaving a mark
Much to the delight of retailers, De Beers is back on the airwaves this holiday season with this nationwide commercial that seems to be one of the favored spots among the jewelry set.
It received a lot of positive social-media feedback in Rob Bates’ annual review of the big retailers’ Christmas spots and, according to a press release from Forevermark--which also cited a number of positive tweets--traffic to its website spiked 704 percent after the commercial debuted in mid-November.
Nothing is as convincing that a product is seeing success, though, as an unsolicited comment from a retailer. 
Last week while interviewing Jeffrey Mann, of Jeffrey Mann Fine Jewelers in Toledo, Ohio, he brought up Forevermark when talking about the stellar season he is having at his store. He said though he had some initial hesitation about buying into the program, he’s now “thrilled” that he did so, as a number of customers already have walked in the door asking about--and, more importantly, buying--Forevermark jewelry after seeing the commercials.
“The ‘Center of My Universe’ is definitely going to be a talked-about item,” he says.
Well before my conversation with Mann last Monday, I remembered hearing via a colleague here that a supplier at one of the trade shows said he expected Forevermark was going to be big in the United States.
Mann agreed with that assessment.
“I concur, 100 percent,” he said. “I see it only getting better. We’re in (its) infancy. For us in a small market, it’s been tremendous.”
It’s interesting to hear positive feedback on such a new brand. It’s also interesting that everybody is so excited about the Forevermark TV campaign, especially since the brand swore its first year in existence that television was not the place to advertise it. It was not, they said at the time, “an effective medium for this brand.”
In speaking with Charles Stanley, president at Forevermark U.S. Inc., last week I asked him if the brand now regretted not doing a holiday TV campaign its first year in the U.S. market. While he didn’t answer the question directly, he did say, “What it taught us is: as a diamond brand wishing to engage consumers emotionally, TV is clearly an excellent medium to get that message across. It probably will remain part of our media mix going forward.”
Another element of Forevermark marketing that will remain in place for the foreseeable future is “Center of My Universe,” the halo-centric design and advertising campaign. Stanley said they will be sticking to Center through at least 2013.
This is, of course, not to
suggest that Forevermark is doing well for all 250 retailers in North America and Canada that carry it. (As a side note, I asked Stanley how many doors Forevermark plans to have in the U.S. and Canada by the end of 2013 after seeing a report on the brand’s growth in India. He wouldn’t give an exact number.)
I’d love to hear from any retailers who want to comment on how Forevermark and its new holiday commercial are, or aren’t, leaving a mark on their business.
I’d love to hear from any retailers who want to comment on how Forevermark and its new holiday commercial are, or aren’t, leaving a mark on their business.
More on Editors
The Latest
Events & AwardsJun 12, 2025
Gabriel Love Foundation Introduces Scholarship Honoring Elias GabrielThe foundation has also expanded its “Stronger Together” initiative with Jewelers for Children.
AuctionsJun 12, 2025
Former De Beers Exec Celine Assimon Joins BonhamsAssimon is the auction house’s new chief commercial officer.
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.
MajorsJun 11, 2025
Pandora Bets on Las Vegas for First North American FlagshipThe Danish jewelry giant hosted its grand opening last weekend, complete with a Pandora pink roulette wheel.
Weekly QuizJun 12, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
GradingJun 11, 2025
Tiffany Stevens Exits IGI, Lab Appoints New Board LeaderIndustry veteran Anoop Mehta is the new chairman and independent director of the IGI board.
Events & AwardsJun 11, 2025
Kering Announces Winners of Sustainability-Focused AwardThe winners of the inaugural “Kering Generation Award x Jewelry” are student Lee Min Seo and China-based startup Ianyan.
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.
SourcingJun 10, 2025
De Beers Turns to Brown, Yellow Diamonds for New ‘Beacon’“Ombré Desert Diamonds” will emphasize cream-, champagne-, and brown-colored diamonds, shades that set natural stones apart from lab grown.
AuctionsJun 10, 2025
Noonans to Auction 16th-Century Signet RingIt's one of the “Gresham grasshopper” rings English financier Sir Thomas Gresham was known to gift to acquaintances or business associates.
CollectionsJun 10, 2025
Tabayer Names Mary Chiam as CEOThe brand also debuted its new “Zorae” collection featuring a talisman of protection and harmony inspired by a sheaf of wheat.
MajorsJun 10, 2025
Lauren Johansen Joins Loudr As Loudr’s new account manager, Johansen will partner with clients to craft and execute marketing strategies.
Events & AwardsJun 09, 2025
And the Winners of the 2025 Couture Design Awards Are … Designers were recognized in 12 categories, from platinum to pearls, before the evening ended with a new, retail-focused award.
AuctionsJun 09, 2025
Nancy Astor’s Cartier Tiara Sells for $1.2MThe rare turquoise and diamond jewel was the top lot at Bonhams’ June jewelry sale.
Events & AwardsJun 09, 2025
Here Are the 2025 Retailer Hall of Fame InducteesThis year’s honorees include a Midwest retailer and two multi-store independents, one in New York and the other in New England.
Events & AwardsJun 09, 2025
CASE Awards Now Accepting Entries For 2025The deadline to submit is June 16.
MajorsJun 09, 2025
RDI Diamonds Partners With LavalierThe diamond wholesaler is working with the insurance provider to seamlessly offer personal jewelry insurance to RDI retailers’ clients.
CollectionsJun 06, 2025
Piece of the Week: Harwell Godfrey’s ‘Granny Squares Eleanor’ Necklace As an homage to iconic crochet blankets, the necklace features the nostalgic motif through a kaleidoscope of cabochon-cut stones.
Events & AwardsJun 05, 2025
The 12 Fresh Faces in Couture’s Design AtelierDiscover the dozen up-and-coming brands exhibiting in the Design Atelier for the first time.
SourcingJun 05, 2025
A Rare Suite of Rubies Has Arrived in Las VegasThe “Royal Ruby” Collection is a quintet of untreated rubies curated by collector Jack Abraham.
Events & AwardsJun 05, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
MajorsJun 05, 2025
Platinum Guild International Updates Leadership TeamTwo existing executives have been given new roles.
Events & AwardsJun 05, 2025
Zillion Announces 'Women in STEM' Scholarship RecipientMeredith Tiderington, an electrical engineering student, was selected for the award.
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.”
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.
MajorsJun 04, 2025
Amy Curran Promoted at Hill & Co.Her new role is director of strategic initiatives.
