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).
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.
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.
One of the print advertisements from Forevermark’s Q4 campaign for its new Tribute collection. The print portion of the campaign will begin running next month in publications including Glamour, W Magazine, Condé Nast Traveler, Esquire, Wired and Sports Illustrated. 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.
spot also will run on NBC, during NFL games on Sundays, on male-targeted cable networks such as ESPN, the NFL Network, Discovery, Science, Velocity and History, and in movie theaters nationwide via Screenvision.
The stacking/layering trend informed the design of the Tribute collection, as did the growing number of consumers who want fancy shapes, as seen here with these oval- and pear-shaped diamonds (bottom two pendants) in an east-west setting. 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.
Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.
