MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in ItalyLocated in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.
EditorsNov 04, 2015
Where diamond advertising needs to go
Shinola has become a popular brand by emphasizing a made-in-the-USA, aiding-Detroit ethos. Diamond advertisements should go the same direction, Editor-in-Chief Michelle Graff writes.
Last week, I attended an event held by De Beers/Forevermark here in New York City called (and hash-tagged, naturally) #TheOne, which references the diamond brand’s new holiday commercial (It’s a Long Journey to Become the One) and, with it, the return of “A Diamond is Forever.”
At the event, I got into a discussion with a fellow journalist who’s covered jewelry and watches for a long time.
He pointed out the success watch company Shinola has had in emphasizing its origins and the story behind its brand: It’s made in Detroit and employs people there. It’s doing its part to help bring industry back to the once-mighty Motor City, which has fallen on hard times over the past few decades.
Its efforts haven’t gone unnoticed. AdWeek dubbed Shinola the “coolest brand in America” earlier this year, a move that is indicative of what people now value in brands—authenticity and giving back.
Later on in the evening, as I made my way into the back corner of the event space where there was a display of Forevermark jewelry guests could try on, I grabbed a few minutes with Forevermark U.S. President Charles Stanley and brought this point up to him.
Why didn’t Forevermark emphasize its responsibly sourced origins in this year’s holiday advertising campaign? They certainly can go that way, and, as it turns out, perhaps they will.
As I learned from Stanley and others at the event, De Beers hired a National Geographic photographer and videographer to travel to Africa and document the good Forevermark diamonds do there, specifically for the environment and the advancement of women.
That photographer was, quite fittingly, Annie Griffiths, one of the first women to shoot for National Geographic. Griffiths has worked in more than 100 countries for some of the industry’s top magazines and also is committed to aid work. She started Ripple Effect, a collective of photojournalists who are documenting how climate change is impacting women worldwide, and collaborated
on a book with one of my favorite authors, Barbara Kingsolver, called Last Stand: America’s Virgin Lands. Proceeds from that book benefit grassroots land conversation efforts.
There is an amazing video of Griffiths’ African journey with De Beers that you can see here on the Forevermark website. After watching it, I couldn’t help thinking how impactful it would be to have a commercial that shows the landscapes, the people employed by De Beers and the way diamonds have helped their communities, especially in light of all the “blood” diamonds news that has surfaced lately—the Time article, the Amnesty International report on the Central African Republic—and, as I understand, is going to come up again soon.
Yes, there are problems with diamonds in some parts of the world. But that is not the whole story.
As I noted above, Griffiths has a special interest in women’s issues. While in Africa, she took some time to document what De Beers is doing specifically to improve the lives of women there. In many cases, it starts by simply by giving them a job.
“Women,” she says in the video, “are the best investment we can make in our shared future,” and she’s right. A family, and as a result, a nation will be stronger if women are empowered, and that is exactly what De Beers is doing in Africa. I know not just because I watched the video, but because I saw it myself on a trip with De Beers to Africa several years back.
It’s a powerful story to tell about a product that, the vast majority of the time, is being bought by or for women.
A Diamond is Forever is a great tagline, without question.
But “For Women. Forever.” has a nice ring to it too.
There is an amazing video of Griffiths’ African journey with De Beers that you can see here on the Forevermark website. After watching it, I couldn’t help thinking how impactful it would be to have a commercial that shows the landscapes, the people employed by De Beers and the way diamonds have helped their communities, especially in light of all the “blood” diamonds news that has surfaced lately—the Time article, the Amnesty International report on the Central African Republic—and, as I understand, is going to come up again soon.
Yes, there are problems with diamonds in some parts of the world. But that is not the whole story.
As I noted above, Griffiths has a special interest in women’s issues. While in Africa, she took some time to document what De Beers is doing specifically to improve the lives of women there. In many cases, it starts by simply by giving them a job.
“Women,” she says in the video, “are the best investment we can make in our shared future,” and she’s right. A family, and as a result, a nation will be stronger if women are empowered, and that is exactly what De Beers is doing in Africa. I know not just because I watched the video, but because I saw it myself on a trip with De Beers to Africa several years back.
It’s a powerful story to tell about a product that, the vast majority of the time, is being bought by or for women.
A Diamond is Forever is a great tagline, without question.
But “For Women. Forever.” has a nice ring to it too.
More on Editors
The Latest
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ AwardPaola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to AuctionA platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.
Brought to you by
Protect Your Customers and Your BusinessThe risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen BrownThe basketball stars wear men’s jewelry from the “Curb Chain” collection.
Weekly QuizApr 18, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine JewelryThe Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry CollectionThe 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of MouthLilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth OfficerGCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow IndependentThe Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.
IndependentsApr 21, 2025
New York Jeweler to Close After 111 YearsVan Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise StrategyIndustry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.
Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host ConventionThe two organizations will hold the educational event together this fall in Mississippi.
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ PendantThe Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated StoreThe jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day CampaignThe “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired CollectionInterior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs ImpactDuring a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.
Lab-GrownApr 17, 2025
NDC Launches Its Diamond Learning CenterThe free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.
Policies & IssuesApr 17, 2025
Jewelers of America Requests Tariffs Testimonials from MembersThe feedback will be used to prepare other jewelers for the challenges ahead, the organization said.
TechnologyApr 17, 2025
Technology Therapy Group Expands AI Training for Jewelry RetailersThe online sessions are designed to teach jewelers to use AI tools like ChatGPT and Claude to grow their business.
IndependentsApr 16, 2025
Catbird Expands to ChicagoThe opening marks the jewelry retailer’s first location in the Midwest.
CollectionsApr 16, 2025
Foundrae’s First Commitment Jewelry Collection Unites Through LoveThe “United in Love” collection offers tangible mementos of hearts entwined with traditional and non-traditional commitment heirlooms.
IndependentsApr 16, 2025
Indiana Jeweler to Host Black Jewelry Designer Pop-UpRobert Goodman Jewelers will hold a “Black Jewelry Designers and Makers” event on April 27.
