The Richemont-owned company is investing in its jewelry production and watchmaking workshops.
Multi-Stone ‘Tribute’ Is Forevermark’s Holiday Campaign
The ads from the De Beers-owned diamond brand are online already, and will be in print and on TV next month.
![A ring stack is that is one of the advertised pieces in the Forevermark Tribute Collection, which are being produced by two manufacturers--H.J. Namdar Diamonds and Natalie K (MK Diamonds). 20171017_Forevermark-ring-stack.jpg](https://uploads.nationaljeweler.com/uploads/1b6d7501fd5876c3c5cc8644a1a0129b.jpg)
New York--The first phase of Forevermark’s 2017 holiday campaign centered on its new collection of stackable, multi-stone diamond jewelry has launched.
Ads for the Forevermark Tribute Collection started popping up online last week, with 15- and 30-second versions of the television commercial set to follow early next month. (A longer version of the commercial can be viewed now on Forevermark.com.)
Teased by Forevermark executives at the De Beers-owned diamond brand’s annual breakfast in Las Vegas, the point of Tribute is to pivot from placing so much emphasis on men giving diamond jewelry to women as relationship markers, e.g., a 25th anniversary, to gifts of diamond jewelry for other life milestones, including professional achievements like a promotion.
It, as the name suggests, pays tribute to “the unique qualities and characteristics of a woman.”
Tribute also aims to cater to the increasing number of women who, according to De Beers, are buying diamond jewelry for themselves, though the commercial depicts a woman in a relationship.
When asked Monday if Forevermark has plans for a commercial that features a single woman, Forevermark U.S. President Charles Stanley said: “It is our intention to move this into a more self-purchase orientation” in the future.
RELATED CONTENT: The Mistakes Made in Marketing to Women
He pointed out that while the number of women buying diamond jewelry for themselves now accounts for one-third of purchases of non-bridal diamond jewelry in the United States, half of non-bridal diamond jewelry is still bought as a gift of love from one person to another.
The Forevermark Tribute campaign launched online Oct. 11 and will run through Christmas via paid search, paid social media and on targeted networks, as well as on mobile and premium websites including Bloomberg, The Atlantic, The Washington Post, YouTube, Goop (actress Gwyneth Paltrow’s lifestyle website), Who What Wear and music streaming service Pandora.
The TV commercial was filmed in Toronto and features a cover of Fatboy Slim’s late ‘90s hit “Praise You.”
Fifteen- and 30-second versions of the TV commercial will begin airing Nov. 6 during “Dancing with the Stars” on ABC followed by “Scorpion” on CBS. Stanley said as in years past, the ads will be available for local tagging by participating jewelers.
The
![](/rails/active_storage/blobs/eyJfcmFpbHMiOnsibWVzc2FnZSI6IkJBaHBBbGdYIiwiZXhwIjpudWxsLCJwdXIiOiJibG9iX2lkIn19--47868bb978f259648e30172c10baccaa8fd4e9b9/20171017_Tribute-pendants.jpg)
Stanley said all online and on-screen advertisements will direct consumers to the Forevermark website, which will, in turn, point them to jewelers carrying the collection.
He said in order to be considered a participating Tribute Collection jeweler and take advantage of the marketing, retailers must stock a minimum of 16 pieces, including nine advertised pieces, out of the 32 SKUs in the collection.
There also are plans to add a build-your-own-stack feature to the Forevermark website, but a spokesperson for the brand said Monday that a launch date for that tool is not yet available.
Stanley declined to say exactly how much is being spent Forevermark’s Q4 campaign this year, though De Beers announced in August that it is allocating $140 million for marketing in the U.S., China and India across Forevermark, De Beers Diamond Jewellers, the Diamond Producers Association and India’s GJEPC. It is De Beers’s largest marketing investment since 2008.
The Latest
![The 18 emerging designers were chosen from more than 100 applicants to participate in the program, which took place from April to September. WJA Jewely Loupe Project](https://uploads.nationaljeweler.com/uploads/2fe61209e3123994700db0d177c541a1.jpg)
The designers participated in a six-month business development and mentorship program to develop and launch their jewelry collections.
![The Nordstrom Men’s Store in New York City. The Seattle-based retailer is set to go private after being acquired by members of the Nordstrom family and Mexican retail company El Puerto de Liverpool. The Nordstrom Men’s Store in New York City](https://uploads.nationaljeweler.com/uploads/60a163553bd3d0c789ad135be68774aa.jpg)
Members of the founding family have partnered with Mexican retail company El Puerto de Liverpool to acquire Nordstrom.
![ride_or_die_1872x1052.png](https://uploads.nationaljeweler.com/uploads/0fcf675b40ce0c88faab13d5914d2edf.png)
A Diamond is Forever hosted a holiday celebration in honor of their new marketing campaign, ‘Forever Present.’
![The store spans 1,560 square feet, with a façade (seen here) featuring glass prisms with a grosgrain motif in Boucheron’s green color, along with emerald-cut designs reminiscent of the brand’s logo. Boucheron Las Vegas Storefront](https://uploads.nationaljeweler.com/uploads/833f184fa7060f4e22dfa314f2566151.jpg)
The brand has opened its second U.S. location in the Fontainebleau resort and casino.
![](https://uploads.nationaljeweler.com/uploads/99a46b30cc354962ac2e29ecd113587a.jpg)
![A selection of colored gemstones from B & B Fine Gems that won third place in the Cutting Edge category "Pairs & Suites" B & B Fine Gems gemstone suite](https://uploads.nationaljeweler.com/uploads/429981572edbc336019829d6da570968.jpg)
Associate Editor Lauren McLemore highlights pieces from the AGTA Spectrum & Cutting Edge Awards she’d be thrilled to unwrap on Christmas.
![A campaign image from The 1916 Company’s new “On the Clock” campaign, starring Tyrese Maxey of the Philadelphia 76ers Tyrese Maxey The 1916 Company campaign](https://uploads.nationaljeweler.com/uploads/3ca4c775fa5c283ac260be5f188aa83c.jpg)
The retailer’s “On the Clock” campaign celebrates how time, precision, and purpose come together.
![me_myself_and_I_1872x1052 .jpg](https://uploads.nationaljeweler.com/uploads/cafe10694035a3f52516219d00affbd1.jpg)
‘Forever Present’ campaign revives the iconic A Diamond is Forever tagline and celebrates the diamond dream.
![Associate Editor Natalie Francisco highlights her favorite Piece of the Week jewels as she looks back on her first year with the National Jeweler team. Jewelry by Sorellina, Francesca Villa, Cece Jewellery, Retrouvai, Ray Griffiths, Cartier, Cocoerow Fine Jewelry, and Gumuchian](https://uploads.nationaljeweler.com/uploads/8b9f05b3583e4995da1c94414759d5a8.jpg)
Associate Editor Natalie Francisco chose her 12 favorite Piece of the Week picks from the year gone by.
![GIA’s new enhanced emerald report GIA emerald report](https://uploads.nationaljeweler.com/uploads/1d89646e45a3a1fae9f4bfa1d337004d.jpg)
Lab clients have the option to request this addition on their emerald reports.
![Interns Jamie Dunton and Gabriella Botelho received on-site training at Julius Klein Diamonds in New York City. Botelho (left) is pictured creating layouts, while Dunton (right) is louping a stone. Ella Klein Interns Jamie Dunton and Gabriella Botelho](https://uploads.nationaljeweler.com/uploads/ed78576177a28bba55f4973c1a51153c.jpg)
Jamie Dunton and Gabriella Botelho are the first graduates of the program, created by the WJA Foundation and Julius Klein Diamonds.
![Retrouvai Green Sapphire and Diamond Heirloom Bezel Ring for Charity](https://uploads.nationaljeweler.com/uploads/af40dc64f70bc5b044f43f265dea05f5.jpg)
In the spirit of giving, Retrouvaí will donate $4,000 from the sale of this ring to the Los Angeles Regional Food Bank.
![DeVries Jewelers, a fifth-generation, family-owned retailer in Grand Rapids, Michigan, just opened a new, larger store. Here, Dennis DeVries, the former owner, cuts the ribbon alongside his sons and current owners, Dan and Dave DeVries, and other guests. (Image courtesy of Kate English Photography) DeVries Jewelers](https://uploads.nationaljeweler.com/uploads/80afe1d02b01575b85ee5d58f25586d2.jpg)
Co-owner Dan DeVries shared what it’s like moving into a space triple the size of its old store and how it feels to be a “real jeweler” now.
![The brand’s “Gardens” collection draws from the blueprint of the Generalife gardens, a 13th century historic site in Southern Spain that is also known as the “Garden of the Architect” for its architectural wonder and timeless elegance. State Property Gardens Collection Campaign](https://uploads.nationaljeweler.com/uploads/eee896ffad4fbd70e7250d85efb79e6b.jpg)
Along with the latest “Gardens” collection, the brand has released limited-edition designs offering more indulgent pieces.
![A man and a woman were arrested in Washington state earlier this month, accused of stealing $11,000 in jewelry and then attempting to escape via rowboat. (Image courtesy of the Jefferson County Sheriff's Office) Two people in a rowboat](https://uploads.nationaljeweler.com/uploads/3a5f107dc07506f312a211b56978183f.jpg)
The man and woman are accused of stealing jewelry from a shipping container then trying to flee by paddling a small boat out into a bay.
![This 2,488-carat rough diamond recovered from the Karowe mine in August now has a name, “Motswedi,” which in Setswana means a stream of underground water that rises to the surface. (Photo courtesy of Lucara Diamond Corp.) 2488-carat diamond found in Botswana](https://uploads.nationaljeweler.com/uploads/94a228cedbeba985e3101ced088bf84c.jpg)
The 2,488-carat diamond recovered from a mine in Botswana has been dubbed “Motswedi” while its 1,094-carat sibling is “Seriti.”
![Gemfields achieved $46 million, with an average price per carat of $321.94, at its December mixed-quality rough ruby auction. Rough rubies](https://uploads.nationaljeweler.com/uploads/73cf23d959978bb4ea6e33f8e2465650.jpg)
The average price per carat hit a record high for the miner, which said it remains unaffected by the conflict in Mozambique.
![This ring featuring a 16.53-carat alexandrite sold for $1.9 million at Sotheby’s on Dec. 11. alexandrite ring](https://uploads.nationaljeweler.com/uploads/69990551df26caf1517797b60bf0ab9e.jpg)
The nearly 17-carat stone made history for the color-change gem that, according to the auction house, is experiencing a “notable surge” in the market.
![At an auction that took place last month, Tiffany & Co. placed the winning bid for this gold pocket watch given as a token of appreciation to Captain (later Sir) Arthur H. Rostron, commander of Titanic rescue liner the R.M.S. Carpathia. (Photo courtesy of Tiffany & Co.) Tiffany & Co. pocket watch gifted to captain of the Carpathia](https://uploads.nationaljeweler.com/uploads/48019d4ae4e376afbbd76db9ebc4740c.jpg)
More than a century after survivors gifted a Tiffany timepiece to the captain of the ship that rescued them, the jeweler has reclaimed it.
![The two campaign videos showcase jewels from the “Xpandable” and “Reversible Xpandable” collections. Pictured here is an Xpandable bracelet in one of the AI-generated videos. Picchiotti Spotlight Campaign Video Still](https://uploads.nationaljeweler.com/uploads/9609d4a6531f226648d3b033f1a94e1e.jpg)
The videos highlight how pieces from the “Xpandable” and “Reversible Xpandable” collections put the wearer in the spotlight.
![Steve Feldman, an industry veteran of 45 years, is heading into retirement. Steve Feldman](https://uploads.nationaljeweler.com/uploads/4abc6a2976cf734cc30d82c4a1b9d482.jpg)
Feldman reflected on 45 years in the jewelry industry and clarified that it’s not a total retirement.
![French luxury brand Chanel will receive the 2025 Gem Award for High Jewelry Excellence for its “Haute Joaillerie Sport” collection. Pictured is the collection’s “Quilted Stars” necklace. Chanel Quilted Stars Necklace](https://uploads.nationaljeweler.com/uploads/467989a453442de700e85c5e16ad717e.jpg)
The luxury brand is being honored for excellence in high jewelry design in its “Haute Joaillerie Sport” collection.
![Frank Circelli, the founder of Gem Shopping Network and president and owner of gemstone wholesale company Bellagem Inc., died last week at age 75. This photo of him was taken more than 20 years ago at the original Gem Shopping Network studio. (Photo courtesy of Bellagem Inc.) Frank Circelli](https://uploads.nationaljeweler.com/uploads/ca75dd71d85305b074f8e76ceab8c2d1.jpg)
Circelli was a pioneer in the world of TV shopping who is remembered for his passion for gemstones and his big personality.
![This 5.72-carat fancy intense blue, cushion brilliant-cut diamond was the star lot at Christie’s Magnificent Jewels sale on Dec. 10. It is a Type IIb diamond with VVS1 clarity. Blue diamond ring](https://uploads.nationaljeweler.com/uploads/bd82c523ea15c6253bd4b66069d32026.jpg)
The nearly 6-carat stone headlined the recent jewelry auction, which also featured Mica Ertegun’s jewelry.
![Last week, a judge in Zanesville, Ohio, sentenced the three men known as the “Black Bin Crew” to 10-plus years in prison each, the Muskingum County Prosecutor’s Office said. (Photo courtesy of Adobe Stock) Stock image of a gavel, handcuffs, and books](https://uploads.nationaljeweler.com/uploads/e798858463d2ba770c46ac191fbe8f7c.jpg)
The three men, who got their nickname because they’d toss the jewelry they stole into black plastic bins, were arrested back in August.
![The cover of Marion Fasel’s new book on diamond engagement rings showcases ring styles throughout the decades, including a Renaissance design with the Latin inscription “I am a token of love” (blue box), a Tiffany setting from 1920 (pink box), and a contemporary cushion-cut diamond set in a gold ring (green box). Cover of the new book “The History of Diamond Engagement Rings: A True Romance”](https://uploads.nationaljeweler.com/uploads/e19b4e75326397295ca387907025a995.jpg)
“The History of Diamond Engagement Rings: A True Romance” is a 128-page small-format book containing more than 165 images.
![Gearys, a 95-year-old retailer based in Beverly Hills, California, has opened a new Rolex boutique on Rodeo Drive. Rolex store on Rodeo Drive](https://uploads.nationaljeweler.com/uploads/cada24da851c4473ed91705f23fcc3ab.jpg)
Gearys opened a 6,200-square-foot Rolex store with a design that pays homage to the brand’s connection to the ocean.