CollectionsApr 08, 2026
Hearts On Fire Celebrates 30 Years By Asking a QuestionThe “What’s Your Signature?” campaign invites women to think about how they see themselves.
SourcingJun 01, 2018
Forevermark to Launch E-Commerce in Q4
Consumers will be able to buy pieces from the Tribute and Alchemy collections on Forevermark.com, with the majority of each sale going to a Forevermark-carrying jeweler.
Forevermark U.S. President Charles Stanley speaking at the brand’s annual Las Vegas breakfast, held Thursday at the Four Seasons hotel. The brand unveiled its marketing plan for the remainder of 2018, and De Beers executive Stephen Lussier also addressed the company’s decision to begin selling lab-grown diamonds.
Las Vegas--Omnichannel and female self-purchasers will be the focal points of Forevermark’s marketing strategy this year, the De Beers-owned diamond jewelry brand announced.
Included as part of its omnichannel strategy is the launch of e-commerce capabilities on Forevermark.com in the fourth quarter.
Forevermark U.S. President Charles Stanley said Thursday at the brand’s annual Las Vegas breakfast that consumers will be able to buy pieces from two collections--Tribute and Forevermark Alchemy Collection by Jade Trau--on Forevermark.com. Proceeds from all online sales (minus a service fee) will go to the consumer’s chosen jeweler or, if no jeweler is selected, the nearest retailer who carries Forevermark.
The addition of online sales is one of a number of upgrades the diamond brand is making to its website.
Forevermark also is adding online appointment booking, “Live Chat” functionality and a quiz to help consumers determine which of the archetypes, and thereby diamond shapes, in Jade Trau’s Alchemy collection is the best fit for them. The quiz will be on the Alchemy landing page on Forevermark.com.
Tribute and Alchemy are both collections aimed at women who buy jewelry for themselves, which De Beers sees as a key market moving forward.
“This is a long-term growth opportunity for us,” Stanley said, citing statistics from De Beers’ latest research that show women, both single and married, buying jewelry for themselves accounted for 33 percent of diamond purchases in the U.S. in 2017, up from 27 percent in 2013.
Forevermark will be promoting Tribute through national TV, print, digital displays, social media, paid search and CRM, as well as a national custom digital video and influencer campaign.
Alchemy also will be promoted across the U.S., via digital and social media.
Also at the breakfast, Forevermark played its new 30-second bridal commercial that will be available for jewelers to use with local tags. The emotionally charged spot, which Stanley asked to be shown twice, drew applause from the audience.
Forevermark turns 10 at the end of this year, as the brand launched in China in December 2008 (but did not come to the United States until 2011). It now has 2,250 doors in 26 countries.
The brand’s global CEO and De Beers’ Executive Vice President of Marketing Stephen Lussier opened the breakfast talking about the “bold moves” De Beers has made recently, chief among them the announcement that the diamond company would begin selling fashion jewelry set with lab-grown diamonds.
While De Beers
is set to begin selling its man-made diamond jewelry direct to consumers in September, both the company and Lussier seem intent—at least in communications to the trade—on casting lab-grown diamonds as less than. At times, the longtime diamond mining company seems reticent to even acknowledge the fact that lab-grown diamonds are, in fact, diamonds.
De Beers included in the press release announcing the launch of what it is calling Lightbox Jewelry a quote from brand General Manager Steve Coe that read: “We’ve learned from our research that there is a lot of confusion about lab-grown diamonds, what they are, how they differ from diamonds...” Not “mined” or “natural” diamonds, but just “diamonds.”
At the Forevermark breakfast Thursday, Lussier—who referred to lab-grown diamonds as “man-made crystallized carbon” that has the properties of a diamond—said, “At De Beers, we never had anything against lab-grown stones. We just don’t believe they are a substitute for, or the same as, diamonds.”
They aren’t rare and, unlike diamonds, can be made cheaply, he said.
Lussier added the stones are not for marking emotional moments but for wearing as fun fashion items, with prices that are transparent, linear and related to the cost of manufacturing.
When asked afterward about his remarks, Lussier stressed the fact that natural diamonds are mined from the Earth as the main point of differentiation between the two stones, and reiterated that “being from the Earth is a big thing” when asked to outline other differences between mined and man-made diamonds.
De Beers included in the press release announcing the launch of what it is calling Lightbox Jewelry a quote from brand General Manager Steve Coe that read: “We’ve learned from our research that there is a lot of confusion about lab-grown diamonds, what they are, how they differ from diamonds...” Not “mined” or “natural” diamonds, but just “diamonds.”
At the Forevermark breakfast Thursday, Lussier—who referred to lab-grown diamonds as “man-made crystallized carbon” that has the properties of a diamond—said, “At De Beers, we never had anything against lab-grown stones. We just don’t believe they are a substitute for, or the same as, diamonds.”
They aren’t rare and, unlike diamonds, can be made cheaply, he said.
Lussier added the stones are not for marking emotional moments but for wearing as fun fashion items, with prices that are transparent, linear and related to the cost of manufacturing.
When asked afterward about his remarks, Lussier stressed the fact that natural diamonds are mined from the Earth as the main point of differentiation between the two stones, and reiterated that “being from the Earth is a big thing” when asked to outline other differences between mined and man-made diamonds.
More on Sourcing
The Latest
Events & AwardsApr 08, 2026
AGS Confluence Returns with AI, Sustainability SessionsRob Bates of The Jewelry Wire will also moderate a panel on the state of the jewelry industry during the virtual event.
Events & AwardsApr 08, 2026
TJS to Honor 2 Longtime Former Stuller EmployeesThe Jewelry Symposium will honor two industry veterans with lifetime achievement awards at its upcoming May event.
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.
TrendsApr 08, 2026
Amanda’s Style File: April’s Brilliant Birthstone With their durability, brilliance, and beauty, diamonds are the perfect stone for everyday birthstone jewelry.
Weekly QuizApr 02, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsApr 07, 2026
QVC Group’s Latest Filing Calls Its Future Into QuestionThe retailer failed to file its annual report on time and said it may issue a going concern warning.
ColumnistsApr 07, 2026
Peter Smith: A Tip to the Post Office on Workplace CultureSmith recounts a recent trip to the post office that included an uncomfortable, embarrassing, and public exchange between two employees.
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 07, 2026
GIA CFO David Tearle to Retire in June John Cowley, who has more than 30 years of experience, is succeeding Tearle as the lab’s chief financial officer.
CollectionsApr 07, 2026
Nerd Out Over Gemology Geek’s First Jewelry CollectionFounder Erica Silverglide has designed 35 colorful pieces set with fluorescing gemstones for the brand's first finished jewelry offering.
CollectionsApr 07, 2026
Ukrainian Jewelers Highlighted In New Book“Ukrainian Jewelry | Contemporary Jewelry and Art Jewelry from Ukraine” features 33 contemporary Ukrainian designers and studios.
CollectionsApr 06, 2026
Fope’s New Jewelry Debuts Are Golden“The Golden Now” campaign celebrates the here and now with the brand’s signature styles and a selection of its new pieces.
MajorsApr 06, 2026
Kecia Caffie, Corinne Bentzen No Longer With Signet JewelersSignet confirmed that Caffie, president of Zales and Banter, and Bentzen, who headed Blue Nile, have left the company.
CollectionsApr 06, 2026
Historian Tanzy Ward Pens Book on Black Victorians’ JewelryThe antique jewelry dealer talks about the importance of including Black Americans in jewelry history and preserving their stories.
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.
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.
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.
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.
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.
