CollectionsApr 03, 2026
Taylor Swift’s ‘Elizabeth Taylor’ Video Puts Jewelry Front and CenterIconic pieces, like the Mike Todd Diamond Tiara, appear in the superstar’s new music video for her song inspired by the actress.
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
MajorsApr 03, 2026
Saks Global Says It Will Emerge From Bankruptcy This SummerThe luxury retailer, which went Chapter 11 in January, announced Thursday that it has secured $500 million in exit financing.
Events & AwardsApr 03, 2026
JCK Luxury, NouvelleBox Partner on New Designer BallroomThe NouvelleBox ballroom will feature independent jewelry designers, including Lene Vibe, Wyld Box Jewelry, and Kiaia Limited.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
CollectionsApr 03, 2026
Buddha Mama Brings Its ‘Moon’ Locket To DallasThe one-of-a-kind locket, our Piece of the Week, opens to reveal three hidden images to keep close to your heart.
Weekly QuizApr 02, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsApr 02, 2026
Pandora Opens New Canadian Distribution Center Amid Tariff ConcernsThe new facility was also designed to better serve its growing customer base in Canada.
TrendsApr 02, 2026
Michelle Yeoh Fronts New Mikimoto Campaign The campaign is a tribute to the year 1893, when Kokichi Mikimoto created the world’s first cultured pearl.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
GradingApr 02, 2026
GIA Debuts New Campus in TaiwanIt is the only GIA school to offer the GIA Graduate Gemologist program in Chinese.
MajorsApr 02, 2026
DCA Launches ‘Second Spark’ Workforce InitiativeThe initiative connects veterans and parents returning to the workforce with careers in jewelry retail.
MajorsApr 02, 2026
Hoover & Strong Names New National Sales RepresentativeThe wholesale manufacturer and precious metals refiner has appointed Michael Angelo as its new national sales representative.
MajorsApr 01, 2026
Foundrae Sues Pandora for Allegedly Copying Its Medallion DesignsFoundrae also accused the jewelry giant of copying its mood board style of marketing.
AuctionsApr 01, 2026
John Jacob Astor IV’s Titanic Pocket Watch Heads to AuctionA Patek Philippe for Tiffany & Co. timepiece owned by the American businessman who died on the Titanic will be offered at Freeman's Chicago.
SurveysApr 01, 2026
Consumers’ Outlook Improves Again in MarchThe Conference Board’s Consumer Confidence Index edged up, with optimism about the present outweighing worries about the future.
IndependentsApr 01, 2026
Zachary’s Jewelers’ Constance Polamalu to Release Children’s BookThe retailer’s Zach Bear gift comes to life in “Zach Bear and the Window Necklace,” which centers on curiosity, bravery, and helping.
Events & AwardsApr 01, 2026
AGA Opens 2026 Gemological Scholarship, Research Grant ApplicationsApplications are open for the AGA Gemological Scholarship Program through May 15, and until June 2027 for the Gemological Research Grant.
ColumnistsMar 31, 2026
Q1 Clues That Reveal Where Your Jewelry Store’s Sales Are Heading These customer behavior patterns say a lot about how successful your jewelry store is going to be this year, Emmanuel Raheb writes.
CollectionsMar 31, 2026
Mejuri Adds Silver to ‘Puzzle’ CollectionMejuri’s popular collection of 18-karat yellow gold vermeil rings debuted in sterling silver alongside new “Puzzle” slider charms.
CollectionsMar 31, 2026
Buddha Mama, Ashley Longshore to Host Pop-Up in DallasThe Miami-based jewelry brand and the NYC-based artist will be in Dallas from April 9-11.
SourcingMar 31, 2026
NDC Designates April 8 as 'World Diamond Day'The initiative invites those in the industry to share stories on social media highlighting the meaning and impact of natural diamonds.
SourcingMar 31, 2026
GIA VP Jillian Wolk to Take Over at Tracr Wolk’s first day on the job as CEO of Tracr, De Beers Group’s blockchain platform, will be May 1.
TrendsMar 30, 2026
Oscar Heyman Debuts First Spring CatalogThe new catalog, which showcases 35 one-of-a-kind pieces of jewelry, is a compliment to the company’s popular holiday catalog.
SourcingMar 30, 2026
Rio Tinto Hauls Last Load from DiavikProduction has ceased at the Canadian diamond mine, which has yielded more than 150 million carats of rough diamonds in its 23-year run.
MajorsMar 30, 2026
Tanishq Opens First New England LocationThe store opening marks the 10th United States location for the India-based jewelry retailer.
MajorsMar 27, 2026
Saks Global Has Changed Its Mind About Closing These 3 StoresTwo Saks Fifth Avenue locations, one in Florida and one in California, and one Neiman Marcus store are off the chopping block.
IndependentsMar 27, 2026
Jimmy West, Longtime LJG Executive Director, Dies at 72West, who started in the art department at the Leading Jewelers Guild in 1979, is remembered for his patience, kindness, and dedication.
CollectionsMar 27, 2026
Itä’s ‘Yarí Whirl’ Ring Tells Every Side of the StoryIn the “Tesoro” version of the ring, our Piece of the Week, each side of the gold hexagonal nugget has a unique colored gemstone design.
