AuctionsMay 15, 2026
American Collector Ponies Up Almost $17K for John Wayne’s RingThe Western star’s 14-karat gold signet ring sold for six times its low estimate following a bidding war at U.K. auction house Elmwood’s.
SourcingJan 24, 2019
De Beers Says 2018 Forevermark Sales Were Up 8%
More than half of Forevermark-carrying jewelers said customers came in asking for the De Beers-owned diamond brand by name.
A stack of diamond rings from the Forevermark Tribute Collection. De Beers said its 2018 holiday campaign promoting the collection generated more than 240 million impressions.
New York—Jewelers sold 8 percent more Forevermark jewelry by value in 2018 than they did last year, De Beers CEO Group Bruce Cleaver said.
Cleaver walked guests through the brand’s highlights of the year at the annual Forevermark and De Beers New York Cocktail Reception, held January 10 at Ascent Lounge in New York City.
The diamond brand’s Holiday Sentiment Survey found that more than 50 percent of Forevermark-carrying jewelers said customers came in asking specifically for Forevermark.
The Forevermark Tribute holiday campaign reached more than 80 percent of the target market (affluent customers), generating more than 240 million impressions, according to Cleaver.
Searches for Forevermark and traffic to Forevermark.com increased, with De Beers reporting a 67 percent jump in total conversion on the website in November and December as compared with the previous two months. (E-commerce sales on Forevermark.com began in the fourth quarter.)
Cleaver noted the evolving consumer landscape, specifically in the diamond engagement ring category, and highlighted the research Forevermark has conducted to ensure the growth of its essential bridal category.
The brand’s research found that couples are entering into marriage with a “less romantic and more pragmatic” view, shifting from the idea of a fairy-tale love to a love based on active choices and commitment.
“Thus, the diamond engagement ring, which remains the preeminent symbol of engagement, accrues significant emotional value after the engagement, with each daily choice and commitment to ‘forever.’ And, therefore, the notion of ‘my diamond means everything’ has taken an even stronger hold for diamond consumers,” Cleaver said.
While thoughts around love and marriage may be changing, he confirmed that the demand is still there among younger consumers, who account for two-thirds of diamond jewelry demand in key markets.
“While the road ahead will not always be smooth, and we will doubtless continue to experience challenging times, we can look ahead with pride in our achievements, and with optimism that we are on a longer-term upward trajectory,” concluded Cleaver.
Forevermark has a new bridal collection in the works and plans to launch a national campaign in mid-2019.
In the fourth quarter of last year, the brand started selling Tribute and Alchemy by Jade Trau pieces on Forevermark.com, with proceeds going to Forevermark-carrying jewelers, and announced plans to open the first Forevermark store in the United States. It will be operated by San Francisco-area retailer Padis Jewelers.
Editors' Picks
Sponsored by
More on Sourcing
The Latest
Events & AwardsMay 15, 2026
JA, MJSA To Sponsor Roundtable at TJSThe discussion, "Rebuilding the Jewelry Workforce," will take place on Saturday, May 16, in Troy, Michigan.
AuctionsMay 14, 2026
White Diamonds Lead Sotheby’s Auction, Blue Diamond Does Not SellA matching pair of 18.38-carat, D-color diamonds from Botswana’s Jwaneng mine sold for $3.3 million, the top lot of the jewelry auction.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
Supplier BulletinMay 14, 2026
A Diamond Is Forever Continues Desert Diamonds – Bridal ReinvigoratedSponsored by A Diamond Is Forever
Weekly QuizMay 14, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsMay 14, 2026
‘Ocean Dream’ Makes Waves at Christie’s, Fetching $17MIt was the second auction appearance for the fancy vivid blue-green diamond, which sold for $7.8 million at Christie’s Geneva 12 years ago.
CrimeMay 14, 2026
Second Man Arrested in Florida Pawn Shop Shooting Members of the U.S. Marshals Task Force took a 22-year-old man into custody. He was charged with tampering with evidence.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
CrimeMay 13, 2026
JSA’s 2025 Crime Report Shows ‘Concerning’ Rise in ViolenceWhile the overall number of crimes was down, there were more incidences in which robbers pulled out guns, mace, or rammed cars into stores.
IndependentsMay 13, 2026
New Orleans Jeweler Closing Canal Place StoreJack Sutton Fine Jewelry is closing its store inside the downtown shopping center after 40 years in business.
SourcingMay 13, 2026
Smithsonian Acquires ‘Winston Red’ Diamond PaintingReena Ahluwalia’s painting of the rare red diamond is the first contemporary painting to join the National Gem Collection.
TrendsMay 13, 2026
State of Design: Only the Innovative Will SurviveThe price of gold has risen, affecting the number of pieces designers make, the materials they use, and how they position themselves.
ColumnistsMay 12, 2026
It’s Official: We’re Getting ‘Brain Rot’ From Watching Short-Form Videos Peter Smith gives tips on leading meetings, developing marketing, and making trade show appointments in the age of short attention spans.
CollectionsMay 12, 2026
Jessica McCormack Debuts Antique Coin-Inspired Medallions for SummerThe 11-piece “Medallions” capsule collection features five motifs: a crying eye, a heart on fire, a spiral, a flower, and a swallow.
IndependentsMay 12, 2026
State of Retail: 6 Things Retailers Should Know About Consumers TodayFrom Gen Z’s view of luxury to “doom spending,” these are the six consumer trends to note this year.
Events & AwardsMay 12, 2026
The Tiffany & Co. x CFDA Jewelry Designer Award Is BackThe partners have announced the second cycle of the program, which has expanded to include a $25,000 student scholarship.
IndependentsMay 11, 2026
Kansas Jeweler Closing After 70 YearsThe owners of Staats Jewelers are heading into retirement.
TrendsMay 11, 2026
Former Macy’s CEO Joins Signet Jewelers BoardJeffrey Gennette, who retired in 2024 after 41 years with Macy’s, is the newest member of the jewelry retailer’s board of directors.
TrendsMay 11, 2026
Amanda’s Style File: Lucky May May babies are lucky to have emeralds, a gemstone admired for centuries, as their birthstone, writes Amanda Gizzi.
TechnologyMay 11, 2026
Clientbook’s New Tool Helps Jewelers Plan In-Store EventsThe new module allows retailers to plan, promote, and measure the success of events from a single dashboard.
Lab-GrownMay 08, 2026
NDC Publicly Criticizes Pandora Over ‘Misleading’ Natural Diamond ClaimsNDC said in an open letter that Pandora’s statements about the carbon footprint of lab grown versus natural diamonds are inaccurate.
SourcingMay 08, 2026
Ronnie VanderLinden Takes Over as WDC President The diamantaire and industry leader succeeds Feriel Zerouki and said he will focus on being a “champion” for natural diamonds.
TrendsMay 08, 2026
Rihanna Chooses ‘Desert Diamonds’ for 2026 Met GalaShe wore our Piece of the Week, Glenn Spiro’s “Old Moghul Golconda” earrings, featuring fancy brown-yellow diamonds totaling 51.90 carats.
Events & AwardsMay 08, 2026
JA Announces 2026 CASE Award WinnersTwo pieces were named “Best in Show,” one from the retail category and one from the supplier category.
FinancialsMay 07, 2026
Brilliant Earth Appeals to Higher-Income Shoppers in Q1The jewelry retailer noted resilience among its higher-end customers while demand softened for its lower-priced offerings.
AuctionsMay 07, 2026
‘Spectacular’ Kashmir Sapphire Headlines Heritage Spring Jewelry SaleLed by the 6.59-carat sapphire, the sale garnered $9.7 million, a record total for a Heritage jewelry auction.
MajorsMay 07, 2026
Gannon & Scott Names New Regional Account ExecutiveIn his new role, sales specialist Billy Welshoff will focus on the eastern United States.
