IndependentsSep 04, 2026
Orloff Jewelers Will Soon Unveil a Bigger, Better LocationThe California jeweler is renovating its store in Fresno, with plans to show off the new space in December.
OtherMay 28, 2015
‘A Diamond is Forever’ is back
Forevermark announced in Las Vegas that its holiday marketing campaign will use the famed slogan first coined in the 1940s but will make it ‘fresh’ for millennial consumers.
Las Vegas--Forevermark is proving that it is not only diamonds that can be forever but marketing slogans as well, as the brand announced it would be rebooting De Beers’ famed “A Diamond is Forever” for its holiday marketing campaign.
The campaign will relaunch with “new meaning and relevance” to appeal to millennials, a key target audience for Forevermark--De Beers’ diamond jewelry brand--as they are the new generation of consumers who also are of marrying age right now.
The brand said it is developing new television ads, digital communications and in-store materials it aims to have ready for the holiday season.
“We’re doing a lot of work on creating new content for digital, both social media and our new website,” Forevermark CEO Stephen Lussier said. “If you don’t win in that space with the millennials, you won’t get your idea across.”
The announcement came at the Forevermark breakfast held Thursday at the Four Seasons in Las Vegas, with Lussier, Forevermark U.S. CEO Charles Stanley and De Beers Group CEO Philippe Mellier all presenting.
“A Diamond is Forever” was first coined in 1947 by copywriter Frances Gerty, and more than 50 years later was named the best advertising slogan of the 20th century by Advertising Age magazine.
Forevermark said research shows the saying is still relevant to today’s consumers, though its marketing will need to be revamped to appeal to millennials, an extremely informed and social generation.
Promoting the campaign on social media will be key, Stanley told National Jeweler, especially among the Pinterest and Instagram platforms because of their “very visual approach.” A new television commercial also will run on broadcast and cable networks, in addition to print and digital ads and a launch event in New York.
The Forevermark executives noted that aside from reaching millennials on the media they use, the brand needs to communicate why spending money on a diamond--and paying a premium price for a Forevermark diamond--is worth it.
“If you think about millennials and the marketing challenge for Forevermark and the industry, it’s the challenge of the temporary, the ever-changing, the disposable,” Lussier said. “Think of the Apple Watch; how many years until you want the new one, and how much will you get for the old one? It’s a cycle of constant change.
“The other side of this is something with constant value. It’s about enduring. So I think for us
to hold our share in this category, we need the concept of constant--love, and the importance of owning things you don’t need to swap out every four years.”
Another challenge Forevermark faces is the fact that research shows that millennials prefer experiences over materials, e.g., they’d rather spend money on a trip to Europe than a piece of fine jewelry.
RELATED CONTENT: The experimental economy
Still, Stanley said research shows the inscriptions on Forevermark’s diamonds--showing that each is not only individualized but has met a set of criteria that reach beyond the 4Cs--play to millennials’ desire to have something unique and different to symbolize their love.
“Millennials aren’t anti expressing love, but you can’t quite express love over time without an object. The (slogan) is quite simple … but if you want to inject meaning it, you have to get people to think about what it means,” Lussier said. “It’s not enough simply to bring it back. We need to recharge it and fuse it with the Forevermark promise … we need to make ‘A Diamond is Forever’ fresh for (millennials).”
More on Other
The Latest
CollectionsSep 04, 2026
Chelsea Gabrielle Transforms Pilates Reformer Springs Into Ring A lifelong practitioner of Pilates, Gabrielle looked to the springs’ tension and suspension when creating this ring, our Piece of the Week.
Events & AwardsSep 04, 2026
JCK Industry Fund Accepting 2027 ApplicationsThe deadline to apply is Nov. 13.
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.
AuctionsSep 04, 2026
Christie's Names New Global Head of WatchesThe auction house has promoted Remi Guillemin, formerly its head of watches for the Americas and EMEA, to the role.
Weekly QuizSep 03, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsSep 03, 2026
Q&A: Simon G.’s CEO on Why He Won’t Use AI for Jewelry DesignZaven Ghanimian discussed the value of human craftsmanship and where the implementation of artificial intelligence does work.
Events & AwardsSep 03, 2026
Here Are the First Recipients of Nina Pugliese Memorial Scholarship Jewelers of America also revealed the recipients of the Seymour & Evelyn Holtzman Bench Scholarship and its own scholarship programs.
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.
WatchesSep 03, 2026
Robert Pattinson Joins Jaeger-LeCoultre as Brand AmbassadorThe British actor, known for his roles in “Twilight” and “The Odyssey,” will star in a campaign for the Master Control Chronometre.
CollectionsSep 03, 2026
Sydney Evan Celebrates 25 Years With 4 New CollectionsThe “Confetti Disco,” “Champagne Cheers,” “Tuxedo,” and “Classic Punk” jewelry collections each capture a distinct spirit of celebration.
CrimeSep 02, 2026
CA Jeweler Gets 5 Years in ‘Phantom Rolex’ Ponzi SchemeNelson Holdo of Newport Beach pleaded guilty to multiple counts of felony grand theft and writing bad checks and was sentenced Monday.
AuctionsSep 02, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s “significant” collection of cat jewelry and other objects is going up for auction.
MajorsSep 02, 2026
Messika Names Former Omega Exec as New President, CEO of AmericasArnaud Michon, the former Omega USA President, will now lead Messika’s Americas region during its international development.
Events & AwardsSep 02, 2026
Emerald’s New Owner Introduces ‘Glitter in the Grove’The branding references the back-to-back jewelry shows that new parent company Forge will host in Miami's Coconut Grove this November.
AuctionsSep 01, 2026
UK Woman Uncovers Rare Patek Philippe Watch in Mom’s Jewelry BoxThe stainless steel Patek Philippe “Calatrava” watch from the 1930s sold for nearly $80,000 at a recent Hansons Cornwall auction.
ColumnistsSep 01, 2026
Your Jewelry Marketing Has a Bridal ProblemEngagement rings are important but don’t ignore the customers who are buying jewelry “just because,” Emmanuel Raheb writes.
MajorsSep 01, 2026
Kering Names New Pomellato, DoDo CEOsFormer Pomellato CEO Sabina Belli has been named president of Kering Italia amid a shakeup of Kering's new Jewelry division.
MajorsSep 01, 2026
Anne Marie Shulman Joins GPA GlobalThe veteran luxury packaging executive was appointed to help the company grow its North American business.
CrimeAug 31, 2026
$4M Van Cleef & Arpels Diamond Necklace Snatched From Vienna Museum Once the property of an Egyptian queen, the necklace was part of a larger exhibition of VCA jewelry at the Museum of Applied Arts (MAK).
GradingAug 31, 2026
GIA, Gübelin Gem Lab Confirm New Paraíba Tourmaline Deposit in EthiopiaThe labs’ separate investigations each determined that the East African country is producing copper-bearing tourmaline.
Events & AwardsAug 31, 2026
Wisconsin Museum to Host Jewelry Exhibition“Chicago Collects: Jewelry in Perspective” at the Oshkosh Public Museum will feature works by Fabergé, Lalique, and Louis Comfort Tiffany.
CollectionsAug 31, 2026
Catbird Launches First Men’s Jewelry CollectionThe “Worn Well” collection is Catbird's take on classic men's jewelry.
CollectionsAug 28, 2026
Dolly Parton Would Have Loved This Butterfly Necklace This Buddha Mama butterfly is our Piece of the Week honoring the legend, who embraced the beautiful insect as her symbol.
SourcingAug 28, 2026
Gareth Penny to Give Opening Speech at CIBJO Centenary CongressThe former De Beers CEO, and perhaps its next owner, will be a featured speaker at the event, slated for Sept. 4-7 in Italy.
IndependentsAug 28, 2026
Day’s Jewelers Honored With 3 Workplace AwardsThe employee-owned jeweler was named a “Best Place to Work” in Maine, New Hampshire, and for women.
CollectionsAug 27, 2026
Pandora Expands ‘Talisman’ Collection as Lawsuit Continues The second iteration of the jewelry collection was inspired by the zodiac and the four elements: earth, water, air and fire.
SourcingAug 27, 2026
OFAC Renews License Allowing Import of ‘Grandfathered’ Russian Diamonds General License 104B supersedes General License 104A, which was set to expire on Sept. 1.
