MajorsNov 21, 2025
Natural Diamond Council Names New CEOAmber Pepper’s main focus will be on digital innovation and engaging younger consumers.
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
CollectionsNov 21, 2025
Piece of the Week: Melissa Kaye’s ‘Rocky Infinity’ NecklaceThe lariat necklace features a 4.88-carat oval-cut Zambian emerald in 18-karat yellow gold.
AuctionsNov 20, 2025
Vanderbilt Jewels Shine at Phillips Sale, Pink Diamond WithdrawnA 43-carat sapphire brooch from the Vanderbilt collection was the top lot of the Geneva sale.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
CollectionsNov 20, 2025
Rebecca Rau Jewels Debuts With ‘Then & Now’ CollectionRau is a fourth-generation art and antique dealer from M.S. Rau gallery whose first jewelry collection merges artifacts with modern design.
Weekly QuizNov 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Policies & IssuesNov 20, 2025
RJC Names New Executive DirectorFormer De Beers sustainability leader Purvi Shah will take over the role in February 2026.
WatchesNov 20, 2025
LVMH Takes Minority Stake in Citizen Group-Owned Movement Maker La Joux-Perret is based in La Chaux-de-Fonds, Switzerland, and makes solar quartz as well as mechanical watch movements.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
GradingNov 20, 2025
Julia Griffith Joins SSEF as Head of EducationShe previously taught at Gem-A and is the founder of The Gem Academy.
CollectionsNov 19, 2025
Larkspur & Hawk Celebrates 25 Years With Helena Bonham Carter CampaignThe British actress and her daughter modeled pieces from the brand’s new “Palette” capsule for its “Once Upon a Time” holiday campaign.
TechnologyNov 19, 2025
Google Has a New Form for Reporting ‘Review Bombing’ Attacks Plus, the tech giant shares the steps retailers should take if they believe they’re a victim of a review extortion scam.
IndependentsNov 19, 2025
Houston Jeweler Keith Shaftel Retires, Next Generation Steps In Danny and Gaby Shaftel are now Shaftel Diamonds’ CEO and chief operating officer, respectively.
TrendsNov 19, 2025
Midas Chain Releases 2025 Holiday Style GuideThe jewelry manufacturer’s seasonal offering features its new “Melodie” bangles, as well as mini stud earrings and layering pieces.
Events & AwardsNov 18, 2025
NYC Jewelry Week 2025: 12 Must-See EventsWith more than 140 activations taking place in New York City now through Nov. 23, these 12 events are can’t-miss moments.
MajorsNov 18, 2025
Lugano Diamonds Files for Bankruptcy, Looking for BuyerThe Chapter 11 filing follows the resignation of CEO Moti Ferder, who stepped down after an investigation into the company’s finances.
Events & AwardsNov 18, 2025
A Giant, Bejeweled Moldy Berry Is on Display in LAThe artwork is part of an exhibition featuring works by Kathleen Ryan, an artist known for her gemstone-studded rotting fruit sculptures.
CrimeNov 17, 2025
Police Searching for 2 Suspects in Murder of Father, Son Jewelers Faustino Alamo Dominguez and his son, 25-year-old Luis Angel Alamo, were gunned down following an armed robbery at their jewelry store.
GradingNov 17, 2025
IGI Announces New President of North AmericaTiffany & Co. veteran Jeffrey Bennett has stepped into the role.
MajorsNov 17, 2025
Look Inside Robbins Brothers Fine Jewelers’ New Pasadena FlagshipThe showroom is located in a historic 1920s building in the Playhouse District.
Policies & IssuesNov 14, 2025
U.S., Switzerland Reach Deal That Drops Tariff to 15%The Swiss government announced the deal, which cuts the tax on Swiss imports by more than half, on social media Friday morning.
AuctionsNov 14, 2025
Napoleon’s Diamond Brooch Blows Away Auction Estimates A buyer paid $4.4 million for the piece, which Napoleon wore on his hat for special occasions and left behind when he fled Waterloo.
FinancialsNov 14, 2025
Richemont’s Q2 Jewelry Sales Up 12%Plus, how tariffs and the rising price of gold are affecting its watch and jewelry brands.
CollectionsNov 14, 2025
Piece of the Week: Silvia Furmanovich’s ‘Butterflies in Flight’ Jewelry BoxFurmanovich designed the box to hold Mellerio’s “Color Queen,” a high jewelry collection consisting of 10 rings.
Events & AwardsNov 14, 2025
JCK Names New Event DirectorJennifer Hopf, who has been with JCK since 2022, will lead the execution of the long-running jewelry trade show.
IndependentsNov 13, 2025
127-Year-Old New Orleans Jeweler to CloseAdler’s Jewelry is set to close its two stores as 82-year-old owner Coleman E. Adler II retires.
IndependentsNov 13, 2025
Green Lake Jewelry Works to Move to New Seattle StudioFounder Jim Tuttle shared how a dedication to craftsmanship and meaningful custom jewelry fueled the retailer’s double-digit growth.
MajorsNov 13, 2025
Vahan Jewelry Founder Leon ‘Sacha’ Der Calousdian Dies at 85The third-generation jeweler is remembered as a passionate creative with a love of art, traveling and sailboat racing.
