IndependentsJun 05, 2026
Pennsylvania Jewelry Store To Close After 79 YearsJim Springer, owner of Dunkelberger’s Fine Jewelry, is heading into retirement.
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
Editors' Picks
Sponsored by
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
SurveysJun 05, 2026
Consumers to Cut Back on Spending Amid Rising Prices, Survey Shows When conducting its May consumer confidence survey, The Conference Board asked extra questions about consumers’ budgeting strategies.
CollectionsJun 05, 2026
Rebel Jewelry’s Charm Symbolizes Perseverance for Pride MonthThe “Tunnel” charm, our Piece of the Week, celebrates Pride Month with its design inspired by hope and the light at the end of the tunnel.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
SourcingJun 05, 2026
State of Diamonds: The Way Forward for Natural DiamondsThe jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.
Weekly QuizJun 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsJun 04, 2026
Treasures from Maurice Tempelsman’s ‘Marvelous’ Life Head to AuctionUp for auction at Sotheby’s, the collection of Tempelsman’s personal effects includes a Cartier Tank watch Jackie O. gifted him.
CollectionsJun 04, 2026
Buddha Mama to Spend the Summer in AspenThe Miami-based fine jewelry brand will host its first summer residency in the Colorado mountain town from June 5 to Aug. 23.
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.
MajorsJun 04, 2026
AGS Honors Late Peter Yantzer, Holds Time Capsule CeremonyThe organization also announced its international board of directors for the 2026-2027 term.
MajorsJun 04, 2026
Neiman Marcus’ Downtown Dallas Store to Close in SeptemberSaks Global confirmed the closure this week, spelling the end for a store that’s been part of downtown Dallas for more than 100 years.
ColumnistsJun 03, 2026
Peter Smith: When Top Talent Leaves and What It Says About YouSmith discusses how managers should handle a top performer's exit, warning that a poor response could have a lasting impact.
GradingJun 03, 2026
GIA’s Tracr Investment Is First Step Toward Industry-Owned PlatformThe Gemological Institute of America is now a 30 percent stakeholder in Tracr, the De Beers-backed blockchain for diamonds.
WatchesJun 03, 2026
The 1916 Company Taking Pre-Owned Rolexes on the Road, AgainThe retailer is bringing Rolex Certified Pre-Owned watches to five U.S. cities in 2026 for collectors to see, try on, and purchase.
IndependentsJun 03, 2026
Jessica Alba Is the New Face of Gabriel & Co.The actress and entrepreneur stars in the jeweler’s new campaign that celebrates life’s quiet moments.
TrendsJun 03, 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.
FinancialsJun 02, 2026
Signet Jewelers’ Q1 Sales Up 2% As It Focuses on ‘Core Four’ The jewelry retailer is zeroing in on Zales, Jared, Kay Jewelers, and Blue Nile as it looks to create unique brand identities for each.
SourcingJun 02, 2026
Leader Appointed for Botswana’s Diamonds for Development Fund Dr. Akinwumi Adesina, a development economist, will head the fund created to help Botswana diversify its economy.
WatchesJun 02, 2026
Watch Industry Veteran James Marks Joins Sotheby’sSotheby’s has appointed the former Phillips executive as its global head of private sales and retail in its watches division.
AuctionsJun 02, 2026
Sotheby’s to Auction 10-Carat Blue Diamond, 1960s Harry Winston Necklace A private collection of five Paraíba tourmalines also will be up for sale at Sotheby’s High Jewelry auction in New York, scheduled for June 16.
IndependentsJun 02, 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 & AwardsJun 01, 2026
Design Atelier Brands Have a Big Night at Emotional Couture Design AwardsThe show started by honoring Mildred Marcano, ended with a tearful Beth Anne Bonanno, and recognized a dozen-plus designers in between.
SourcingJun 01, 2026
RapNet Rebranding as Rapaport TradeThe revamped online diamond marketplace will feature pricing intelligence and data-driven tools for more efficient buying and selling.
SourcingJun 01, 2026
Gemfields’ Higher-Quality Emerald Auction Achieves $26.8MThe miner said demand for higher-quality emeralds is stable, but there is notable caution in the market.
CollectionsMay 29, 2026
Cultus Artem’s Necklace Is the Oasis in Las Vegas’ DesertThe “River of Heaven” necklace, our Piece of the Week debuting at Couture, combines 26 salt and pepper diamonds spaced by Tahitian pearls.
IndependentsMay 29, 2026
Meet the 2026 Retailer Hall of Fame InducteesThis year’s inductees include second-, third-, and fourth-generation jewelers.
Events & AwardsMay 28, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerThe author, speaker, and entrepreneur will give his presentation, “Spiritual Billionaire,” on Saturday morning.
Events & AwardsMay 28, 2026
JCK Rocks To Ride With NellyThree-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach on Sunday night.
