PodcastsAug 19, 2026
Episode 8: Diamond Industry Update With David Bonaparte & Ronnie VanderLindenThe industry veterans join the podcast to discuss diamond marketing, the FTC Jewelry Guides, and lobbying for lower tariffs.
SourcingJun 03, 2016
Forevermark Bringing ‘Ever Us’ Into Holiday Ad Campaign
De Beers’ diamond brand announced that its holiday marketing campaign will aim to drive consumers into stores through product-specific advertising featuring two-stone jewelry.
In the second half of 2016, Forevermark will launch an advertising campaign featuring two-stone jewelry and the Black Label collection of fancy-cut diamonds, as pictured here.
Las Vegas--Forevermark is going to take the success of the “Ever Us” two-stone diamond collection and run with it.
At the brand’s breakfast held Thursday at the Four Seasons in Las Vegas, Forevermark executives said they would focus on emotional, product-specific advertising in the fourth quarter designed to drive consumers into jewelry stores.
The campaign will include a nationally televised commercial featuring the Ever Us two-stone diamond collection, showing the bypass ring as well as other two-stone designs including earrings and pendants.
In addition to the commercial, the Ever Us Forevermark ads also will run in digital and social media.
“Like the three-stone ring for your past, present and future, the Ever Us two-stone ring is creating a new category across the industry, allowing different tiers of retailers to participate without being negatively impacted by the other,” said Charles Stanley, president of Forevermark U.S. “This is an opportunity we simply must not miss.”
While two-stone jewelry is definitely not new, the style found new life last year when Signet Jewelers launched the heavily marketed “Ever Us” line of two-stone pieces. The retailer, operator of some of the world’s biggest jewelry chains including Kay Jewelers and Zales, has reported having tremendous success with the collection.
When Signet launched Ever Us in October, it gave Forevermark permission to allow its retailers to use the trademarked collection name as well; now Forevermark is taking it a step further by incorporating “Ever Us” and two-stone jewelry into its major marketing campaign of year.
In addition, Forevermark announced at the breakfast that it would again run its “Seize the Day” campaign in the fourth quarter, targeted at men and featuring new taglines. This year’s ads will be clearly branded as Forevermark, Stanley said, with the Forevermark inscription reflection and logo.
The ads will run in print and digital, as well as on out-of-home platforms across 19 markets.
Also at the breakfast, Forevermark unveiled a new line of fancy-cut diamonds called the Black Label collection. It will roll out in North America in the second half of the year.
So far, Black Label features square, round, cushion, oval and heart shapes, but Forevermark CEO Stephen Lussier said that the company will continue to explore and expand options. The four fancy shapes are available exclusively through Forevermark diamantaire HRA Crossworks; the rounds are available from Forevermark diamantaires.
Forevermark said the patented cut of the
Editors' Picks
Sponsored by
diamonds are such that they are perfectly symmetrical, allowing for them to radiate what the brand is referring to as the “Compass of Light.”
“The Forevermark Black Label Collection is an industry first, offering ideal-cut diamonds in a variety of fancy shapes,” Stanley said. “It provides truly the best of what Forevermark offers: the best of sourcing with integrity, the best of quality and durability, and the best of beauty.”
The collection comes in response to research that Forevermark did on diamond shapes in today’s market, which showed that consumers, particularly millennials, want more fancy shapes and Forevermark expects this trend to continue.
Marketing tools behind the collection for Forevermark jewelers will include visual merchandising, a consumer brochure, in-store videos and a page on Forevermark’s website. Advertising for Black Label will run as part of Forevermark’s national advertising campaign in the fourth quarter, and new ads specific to Black Label will be available to jewelers starting January 2017.
Black Label diamonds also will get a larger format Forevermark grading report that includes technical images of the shape and verifies the proportions, polish and symmetry, including cut grades for fancy shapes.
This new larger format also will be applied to all Forevermark diamonds in early next year to “communicate the premium status” of Forevermark’s diamonds to consumers, Stanley said.
Editor’s Note: This story was updated on June 3 to reflect changes in the release and availability of the Black Label collection.
“The Forevermark Black Label Collection is an industry first, offering ideal-cut diamonds in a variety of fancy shapes,” Stanley said. “It provides truly the best of what Forevermark offers: the best of sourcing with integrity, the best of quality and durability, and the best of beauty.”
The collection comes in response to research that Forevermark did on diamond shapes in today’s market, which showed that consumers, particularly millennials, want more fancy shapes and Forevermark expects this trend to continue.
Marketing tools behind the collection for Forevermark jewelers will include visual merchandising, a consumer brochure, in-store videos and a page on Forevermark’s website. Advertising for Black Label will run as part of Forevermark’s national advertising campaign in the fourth quarter, and new ads specific to Black Label will be available to jewelers starting January 2017.
Black Label diamonds also will get a larger format Forevermark grading report that includes technical images of the shape and verifies the proportions, polish and symmetry, including cut grades for fancy shapes.
This new larger format also will be applied to all Forevermark diamonds in early next year to “communicate the premium status” of Forevermark’s diamonds to consumers, Stanley said.
Editor’s Note: This story was updated on June 3 to reflect changes in the release and availability of the Black Label collection.
More on Sourcing
The Latest
MajorsAug 19, 2026
Mike Alexander To Succeed Scott Murphy as Jewelers Mutual CEO Murphy will retire at the end of the year and Alexander, currently the company’s president, will take over at the start of 2027.
Policies & IssuesAug 19, 2026
Spinelli Kilcollin Embraces Dupes With Trade-In ProgramThe jeweler is encouraging customers who own lookalike rings to come into the store and trade them for credit towards an authentic piece.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
MajorsAug 19, 2026
Zales Wants You to Wear Fine Jewelry Every DayThe new campaign, “You Are The Occasion,” discourages shoppers from saving their fine jewelry for special occasions only.
Weekly QuizAug 13, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeAug 18, 2026
2 California Men Arrested in Fatal Vehicle Smash RobberyOne is the driver who allegedly crashed a car into a Sacramento jewelry store in April, striking a 71-year-old employee who later died.
ColumnistsAug 18, 2026
Peter Smith: The IKEA Effect and Bridal Branding In a new column, Peter Smith posits that people actually enjoy putting together IKEA furniture, and the same is true for engagement rings.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
CrimeAug 18, 2026
Thieves Snatch $1M in Jewelry From New Jersey Jeweler9lakha Jewelers in Iselin, New Jersey, was the target of a smash-and-grab robbery on Aug. 8.
Lab-GrownAug 18, 2026
Ring Concierge, Kendall Jenner’s Tequila Brand Collab on GiveawayThe jeweler has partnered with 818 Tequila to gift lab-grown diamond studs to a bride-to-be and their bridal party.
Events & AwardsAug 17, 2026
Exhibition on Louis Comfort Tiffany’s Studios to Open at The MetThe exhibition will feature more than 100 drawings of stained-glass lampshades, windows, and more, many created by women and émigrés.
CollectionsAug 17, 2026
Marquise Diamonds Dance in Spinelli Kilcollin’s ‘Wren’ CollectionMarquise-cut diamonds in drop charms are the center of the new collection, reflecting the movement of a dancer in modular styles.
Events & AwardsAug 17, 2026
There’s a New Jewelry Show Coming to FloridaThe inaugural Fort Lauderdale Jewelry, Antique, & Object Show will be held from Jan. 28 through Feb. 1, 2027.
IndependentsAug 14, 2026
Smyth Jewelers to Open Fourth LocationThe family-owned jeweler will open a new showroom in Bel Air, Maryland, this fall.
CrimeAug 14, 2026
Wife of Man Convicted in Jeweler’s Murder Sentenced for Conspiracy Amanda Ileana Hernandez is married to Carlos Hernandez, one of two men in prison for the 2024 murder of Michigan jeweler Hussein Murray.
TrendsAug 14, 2026
Paul Morelli’s Latest ‘Wavey Vine’ Earrings Embrace ColorThe reimagined jewel, our Piece of the Week, trades the diamonds in the original 1998 design for blue, pink, yellow, and green sapphires.
Supplier BulletinAug 13, 2026
Your Piece Could Be the One Editors Talk AboutSponsored by American Gem Trade Association
FinancialsAug 13, 2026
Pandora’s ‘Talisman’ Collection Shines, Lab-Grown Diamond Sales FallIn the United States, second-quarter sales were flat amid soft consumer sentiment and lower in-store traffic.
AuctionsAug 13, 2026
This Gold Cadbury ‘Conundrum’ Egg Set a World Auction RecordThe 22-karat gold egg, sold at Batemans Auctioneers in the U.K., was part of a 1980s treasure hunt ad campaign for Cadbury Creme Eggs.
CollectionsAug 13, 2026
John Hardy Infuses ‘Icon,’ ‘Heishi’ Collections with ColorThe expanded collections now feature hand-cut gemstones like topaz, tanzanite, chrysoprase, chalcedony, smoky quartz, and fire opal.
Lab-GrownAug 13, 2026
Jean Dousset Opens Third StoreThe lab-grown diamond jewelry brand’s newest boutique is in Westfield Valley Fair in Santa Clara, California.
SourcingAug 12, 2026
Eshed-Gemstar on the Painstaking Process of Cutting ‘The Legacy Emerald’The gemstone supplier and manufacturer acquired the remarkable 104-gram Zambian emerald at Gemfields’ auction in May.
CrimeAug 12, 2026
Elderly NYC Woman Targeted in Jewelry Swap SchemeTwo suspects offered to trade the woman a “winning” lottery ticket for her jewelry.
SourcingAug 12, 2026
Another Diamond Mine Poised to CloseFinsch has been in business rescue since May, and owner Petra Diamonds said it sees no viable path forward for the mine.
CrimeAug 12, 2026
Jewelry Store Employee Gets 20 Years to Life in Choking Death of BossMichel Patrick DeSalles was sentenced after pleading guilty to the 2017 murder of Omid Gholian, who owned a jewelry store in Manhattan.
MajorsAug 12, 2026
Frederick Goldman Names New SVP of SalesLongtime industry executive Beth Miller has taken on the role.
AuctionsAug 11, 2026
Verdura Unicorn Brooch With Royal Connection Up for Auction The brooch was owned by Virginia Fortune Ryan Ogilvy, who served as a lady of the bedchamber to Queen Elizabeth II for nearly 50 years.
