GradingJun 02, 2025
GSI Opens New Lab in Thailand Located in Bangkok, the laboratory is Gemological Science International’s 14th location worldwide.
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
TrendsJun 02, 2025
Amanda’s Style File: Three Gems for June Those born in June have a myriad of options for their birthstone jewelry.
SourcingJun 02, 2025
David Allouche Joins Grandview Klein DiamondsThe diamond industry veteran has been named its senior sales executive.
Brought to you by
The True Power Behind the Counter: Why Sales Associates Are the Heart of the Jewelry BusinessWhen investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.
FinancialsMay 30, 2025
Movado’s Q1 Sales Slip Amid ‘Challenging’ Retail Environment The company plans to raise the prices of select watches to offset the impact of tariffs.
Weekly QuizMay 30, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Policies & IssuesMay 30, 2025
Tariffs & Designers: Navigating Pricing in an Unstable EnvironmentBetween tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.
CollectionsMay 30, 2025
Piece of the Week: Renato Cipullo’s ‘Hematite Blaze’ NecklaceDesigned by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.
Brought to you by
Clienteling Isn’t a Buzzword. It’s an Essential Business Model.More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.
Policies & IssuesMay 30, 2025
Trade Court Declares Trump’s Tariffs InvalidHowever, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.
CollectionsMay 29, 2025
Britney Spears Files Trademark for New Jewelry LineThe pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.
Supplier BulletinMay 29, 2025
Inoveo Platinum Grain, Exclusively Distributed by StullerSponsored by Stuller
SourcingMay 29, 2025
Grizzly Auctions 6,620-Carat EmeraldIt was featured in the miner’s latest sale, which brought in $24.8 million.
TechnologyMay 29, 2025
GemFind Launches AI Product Description SoftwareGemText AI uses artificial intelligence to generate tailored product titles, descriptions, and tags with jewelry-specific language.
MajorsMay 28, 2025
Graff Unveils New Las Vegas FlagshipThe 3,300-square foot location is the jeweler's largest store in North America.
CrimeMay 28, 2025
8 Convicted in Kim Kardashian Jewelry Heist TrialAging and with myriad health issues, none will serve time for their roles in robbing the billionaire celebrity at gunpoint in 2016.
CollectionsMay 28, 2025
NY Liberty’s 2024 Championship Rings Honor Historic WinThe WNBA team received rings imbued with meaning, from leaf motifs and its Liberty torch to the number of diamonds used.
MajorsMay 28, 2025
Andrew Rickard Named JBT PresidentA longtime executive at RDI Diamonds, Rickard has served on the JBT board for the past five years.
MajorsMay 27, 2025
MJSA to Become Part of Jewelers of America The two organizations have signed an affiliation agreement that’s expected to be finalized in the coming weeks.
AuctionsMay 27, 2025
Al Capone’s Patek Philippe Pocket Watch Back Up for AuctionThe platinum and diamond watch is part of Sotheby’s upcoming Important Watches sale.
AuctionsMay 27, 2025
182-Carat Paraíba-Type Tourmaline Sells for $487K Recovered in Mozambique, “The Kat Florence Lumina” was part of Bonhams’ Hong Kong jewelry auction held last week.
TrendsMay 27, 2025
Amanda’s Style File: Candy-Colored GemstonesGet a taste of the delicious candy-like gemstones in this Amanda’s Style File.
CrimeMay 23, 2025
JSA Shares Holiday Weekend Security Tips Amid Spike in BurglariesJSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.
CollectionsMay 23, 2025
Piece of the Week: Bliss Lau’s ‘Bright’ RingFrom Lau’s “Love of a Kind” series, the engagement ring was inspired by the moon and holds a different meaning depending on how it is worn.
GradingMay 23, 2025
GIA Updates Pearl Classification SystemThe lab has adjusted the scale it uses for nacre grading.
Supplier BulletinMay 22, 2025
How to Put Natural Diamonds Back in the SpotlightSponsored by GCAL by Sarine
CrimeMay 22, 2025
NY Jeweler Sentenced in Shoving Death of Colleague at IJO ShowDavid Walton will serve three years’ probation after an incident in a hotel bar led to the death of West Virginia jeweler David Ettinger.
FinancialsMay 22, 2025
Watches of Switzerland’s Full-Year U.S. Sales Climb 14% The retailer also provided an update on how the tariffs situation in the U.S. is affecting its business.
